nike football | new york takeover

With the World Cup opening on home turf this week, Nike has spent the last few days making sure nobody forgets whose pitch this really is, and New York got the full treatment. At the centre of Nike’s World Cup strategy is X2, an ambitious capsule collection that brings together seven national federations, seven fashion collaborators and seven youth community organisations in what amounts to the brand’s biggest cultural swing in years. The collaborator list reads like a very good playlist: Virgil Abloh’s estate through the V.A.A. archive for the United States, Jacquemus for France, Palace for England with Marcus Rashford fronting the campaign, Patta for the Netherlands, and G-Dragon for South Korea. Each country gets its own distinct design language, its own cultural reference points, its own reason to exist beyond the tournament itself. On the boot front, Nike dropped the ‘Breakout Pack’ on June 1, built around a bold pink colourway applied across five silos: the new Mercurial Vapor 17 and Superfly 11, the Tiempo Maestro, and the Phantom 6 in both High and Low trims. The next-generation Mercurial makes its tournament debut here, and pink, as a choice for football boots at the biggest competition in the world,... Read more » The post nike football | new york takeover appeared first on Schön! Magazine.