August 22, 2022 – 9:02 a.m.
When Lionel Messi was announced as Paris Saint-Germain’s new signing last year, he wore a suit specially designed for his new team by Dior’s menswear creative director Kim Jones.
It turns out that while tennis and basketball have been churning out star players for lucrative sponsorships with fashion houses for decades, soccer teams have quietly become fashion brands in their own right. The world of luxury, understandably, is taking notice.
Dior Ambassador: Kylian Mbappe of Paris Saint-Germain. access point
Once upon a time, football and fashion meant Doc Martens, but for the past decade or so, the goalposts have moved. Teams began to realize the power of their own identities and how fashion could drive and reinforce their brand recognition. They say you should dress for the job you want, and in sporting terms, that means dressing for the winners’ podium.
So in 2010, when Paris Saint-Germain received a welcome injection of cash from its new shareholders, Qatar Sports Investments, one of the first things they did was improve their style act. Collaborations with Nike’s Dior, Stussy and Jordan Brand followed, as well as independent retail stores.
In March, PSG opened its 16th boutique on Fifth Avenue in New York, near Louis Vuitton and Dolce & Gabbana. Halfway between fan merchandise and haute couture, PSG have become the coolest soccer team in the world. And, if you’re worried about those things, they’re now top of the ladder, too.
Other teams have followed PSG’s playbook. Juventus, an Italian team, have teamed up with fashion brands such as the Liberal Youth Ministry to create a streetwear-inspired identity, with clothes now being sold at the super-trendy Dover Street Market.
Signed by Gucci: Leah Williamson captains England in the UEFA Women’s Euro 2022 final against Germany in July. Getty
Venezia in Italy fired Nike as its kit designer and hired Italy’s own Kappa to create gold kits that would pay homage to the churches and monuments of Venice (and inspire winning feelings, right?). Ted Philipakos, the team’s brand director, told the High Snobiety website that “model shirts” were anathema to his team, and that the clothes his players wore had to reflect his goals.
“I don’t care what division we’re in, we’re going to go hard. The art direction, the photography, everything has to be on point and communicate at a higher level than we had.” In other words, regardless of performance, how you dress can still make you a winner.
Source: www.afr.com