Martine Rose on Fashion’s Football Obsession – BOF
Wed 26 Jul
Words DANIEL-YAW MILLER
The cult designer’s sellout tie-up with Nike for the US women’s national soccer team demonstrates the sport’s soaring star power and opportunity for brands to cash in on the Women’s World Cup.
When the members of the US women’s national football team stepped off the bus in Auckland, New Zealand, on Saturday, ahead of their opening game of the Women’s World Cup, their eye-catching formalwear marked a departure from the usual pre-game tracksuits or training gear.
The athletes were dressed in navy-blue custom suits bearing the team crest and each player’s initials, along with sunglasses and sneakers in vibrant colourways created by London-based luxury designer Martine Rose in collaboration with sportswear giant Nike.
“You are now seeing women’s football at the forefront of the cultural zeitgeist.”
Martine Rose
Rose’s collection with Nike went live Tuesday, and she said she was surprised to see that popular styles have already sold out, including the vibrant blue and purple £184 ($236) Shox Mule MR 4 sneakers, a £459 beige trench coat and a £230 dress shirt. The collaboration will also hit the shelves at luxury stores including Dover Street Market, Ssense and Browns.