In 2024, the relationship between football (soccer) and fashion has blossomed into a full-fledged affair, where footballers are not merely athletes but style icons, muses, and even designers. This is not a new concept but it’s ramped up in recent years.
Let’s explore the intricate weave of football’s influence on the fashion industry and how this dynamic relationship is reshaping both worlds.
The Allure of Football Stars
Footballers have always been influential figures, but their impact now extends far beyond the pitch. They are central figures in fashion, representing brands and bringing a unique blend of charisma and athleticism.
Trent Alexander-Arnold’s recent appointment as the face of Guess Jeans exemplifies this trend. Photographed by Rafael Pavarotti, Alexander-Arnold’s campaign features him in denim staples, reflecting Guess’ Americana roots and relaxed style. This move not only highlights his versatility but also underscores how footballers are becoming integral to major fashion campaigns.
Similarly, Jude Bellingham’s collaboration with SKIMS, Kim Kardashian’s shapewear brand, marks another significant crossover. Bellingham models the brand's men's underwear line, emphasizing comfort and style. His role in this campaign, timed perfectly with the UEFA Euro 2024, showcases how footballers can elevate a brand’s visibility and appeal, especially as they prepare for major sporting events.
Why Brands Work with Sports Stars
From a brand strategy perspective, collaborating with sports stars, particularly football players, is a highly effective way to tap into a vast and deeply engaged audience.
Football is the world's most popular sport, with millions of fans following their favourite teams and players religiously. This emotional connection is powerful and multi-faceted. Fans experience the highs and lows of each season alongside their idols, creating lasting memories and a deep sense of loyalty.
Footballers, therefore, possess an unparalleled influence over their audience. They are not just athletes but role models and cultural icons who inspire passion and dedication. This connection is why footballers are some of the most followed individuals on social media, providing brands with an extensive and engaged platform to promote their products.
Brands like to work with footballers because of the unique bond they share with their fans. This relationship goes beyond mere celebrity endorsement; it is rooted in shared experiences and emotional investment. When a footballer endorses a product, it resonates with fans on a personal level, making them more likely to trust and purchase the brand.
Moreover, footballers' global appeal allows brands to reach diverse markets. Football is a universal language, and players' influence transcends borders. This global reach is invaluable for brands looking to expand their presence and connect with a worldwide audience.
The collaboration between football and fashion is not just a trend; it is a strategic alliance that benefits both industries. Footballers bring authenticity, emotional connection, and global appeal to fashion brands, making them ideal partners in creating impactful and memorable campaigns.
As this relationship continues to evolve, it promises to bring even more exciting and innovative collaborations to the forefront, cementing football’s place in the fashion world. The beautiful game and fashion are now inseparable, each elevating the other to new heights of creativity and influence.
Here are more campaign examples from 2024.
Heritage Brands Embrace Football Culture
Heritage brands have recognized the cultural cachet that footballers bring. Burberry’s portrait series featuring Phil Foden and Eberechi Eze is a prime example.
This series celebrates British heritage through the lens of football, with Foden and Eze discussing their love for the game and its deep connection to British culture. Under Daniel Lee’s direction, Burberry has integrated footballers into their campaigns, making them symbols of style and cultural influence. You may also remember the brand’s campaign with Marcus Rashford a few years back, that campaign making the cover of British Vogue.
This partnership extends beyond the runway, as evidenced by Burberry's collaboration with Eze's foundation to provide work experience opportunities for students.
Iconic Collaborations and Cultural Synergy
Iconic collaborations have become the norm, with Kylian Mbappé’s partnership with Dior and Stone Island standing out as a masterstroke. Mbappé, a global superstar, embodies the perfect blend of high luxury and streetwear. His role in debuting the Dior x Stone Island collection exemplifies how footballers can elevate brand visibility and appeal, especially when they themselves are global icons.
The debuting of this collection was presented as Mbappé was in pre-tournament training for the European Championships that are currently underway, impeccable timing.
David Beckham has recently signed a multi-year design deal with HUGO BOSS marking another significant milestone. Beckham, a longstanding fashion icon, is now set to further his influence in the industry from behind the scenes, designing collections that merge his personal style with BOSS's renowned tailoring.
Custom Creations: Personal Style Meets Sportswear
Another Footballer who has stepped into the role of designer is Jules Koundé. A collaboration with bespoke kit designer Diana Al Shammari – also known as The Football Gal, and adidas to showcase how players are bringing their personal style to sportswear.
The custom jersey, adorned with floral embroidery and Koundé’s number, is a unique blend of athleticism and artistry. These collaborations highlight the creative potential footballers bring to the fashion industry, resulting in innovative and highly sought-after pieces.
A Campaign Rooted in Cultural Identity
Aimé Leon Dore's "The World's Borough" campaign, featuring players such as Declan Rice, Rio Ferdinand and Leah Williamson, beautifully captures the essence of London. By incorporating football figures into their campaigns, brands like Aimé Leon Dore are tapping into the sport’s deep cultural roots, making their collections resonate with a broader audience. This approach not only boosts brand appeal but also strengthens the cultural relevance of their products.
Venturing onto the Runway
California-based designer Doni Nahmias featured Reece James on his SS25 runway, alongside Machine Gun Kelly and Landon Barker.
Reece James embraced a unique role, dressed as a janitor in a navy blue boiler suit, complete with earbuds, before transitioning to a traditional runway walk. This presentation occurred before a star-studded audience, including Ice Cube, Travis Barker, NBA star Jalen Green, and Houston Dash’s Diana Ordóñez.
James joins a growing number of footballers stepping onto the runway, a trend that gained momentum with Hectór Bellerín’s debut for Louis Vuitton in 2019.
In 2024, the convergence of football and fashion has reached an unprecedented level, transforming footballers into style icons, muses, and even designers.
Brands are increasingly drawn to footballers due to their unparalleled influence and deep emotional connection with fans. As this dynamic relationship continues to evolve, it promises even more collaborations, solidifying football’s place in the fashion world.
I usually save my football-related articles for the Original Football newsletter but I thought this would be a great piece for Brandstrat.
Thanks for reading, David Skilling
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