The phenomenon of blokecore and sportswear culminates its definitive metamorphosis towards absolute luxury, led by Nike. For this World Cup, the sportswear giant has orchestrated a massive rollout.
The campaign has been unveiled through a series of Polaroid-style photographs. In these portraits, each artist, designer, and athlete gets their moment in the spotlight. Key figures include: global K-pop star LISA; Kim Kardashian, who surprises by posing with a personalized license plate reading “SCCR-MOM” (soccer mom), a fun nod connecting pop culture with sports; and two of urban music’s most relevant names, Central Cee and Young Miko.
The confirmation of design alliances is, without a doubt, the climax of the season. The image of Simon Porte Jacquemus sporting a reinterpretation of the French national kit confirms that the romance between Provençal sensibility and athletic utilitarianism is at its peak. Additionally, it has announced upcoming capsule collections with key brands in contemporary culture such as NOCTA (Drake’s line), London skate kings Palace, and graphic artist Slawn.
As sport is at the core of this launch, the planet’s greatest athletes could not be left out. Legendary figures who transcend their own disciplines, such as Alexia Putellas, Serena Williams, LeBron James, and Ronaldinho, are part of the campaign, demonstrating that true cultural impact today lies at the intersection of performance and style, solidifying these figures as authentic fashion totems.
To round off the World Cup news, the most purist fashion radar sets its sights on a cult proposal that challenges mainstream codes. The alliance between Umbro and LC23 unveils an impeccable World Cup capsule that pays homage to savoir-faire and textile craftsmanship. It’s a reinterpretation of the classic football jersey, crafted with the rigor of artisanal Italian tailoring, ideal for those seeking a more classic and sophisticated football look.
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