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In recent years, Nike The World Cup has regularly served as an opportunity to produce major commercials. Legendary moments featuring top athletes were etched into the consciousness of many young people, positioning Nike as the go-to brand for soccer. And at a time when sports were confined to the performance market, that may have been enough. But times have changed.
These days, sports and pop culture have to go hand in hand. No runner without a running club, no soccer without blokecore, no tennis without an all-white outfit, and no basketball without hip-hop. The soccer fans of tomorrow don’t necessarily head to the pickup field to play—instead, they pair their jerseys with jeans and a bold pair of Nike Air Max. The Swoosh recognized this shift early on, which is why this year will likely see the biggest collaboration series Nike has ever released.
What Nike collabs can we expect?
The designs shared via Polaroid photos on social media impressively showcase the lineup Nike is bringing to the table this year. The lineup includes soccer stars like Cristiano Ronaldo and Erling Haaland, as well as a diverse mix of pop culture personalities such as Kim Kardashian, Serena Williams, Travis Scott, K-pop star Lisa, Jacquemus, and Puerto Rican rapper Young Miko. But it gets especially exciting when you discover the hidden products between the lines—or rather, within the files.
It looks like there will be a striped soccer jersey by Jacquemus, a varsity jacket in collaboration with Palace Skateboards, a polo shirt with the Virgil Abloh Archive, a woven tracksuit in partnership with Nocta, a jacket with Peaceminusone, and much more. Nike itself has announced that there will be “unexpected collaborations and cultural moments” over the course of the twelve weeks. The Polaroid photos offer a first glimpse of what’s to come—and they’ve likely struck fear into the hearts of Nike’s competitors from Herzogenaurach, who are also pulling out all the stops for the upcoming World Cup.
When will the various products be released?
As you can probably guess, all the collaborations will be released around the time of the World Cup, from June 11 to July 19. To make sure you don’t miss any of the releases, we recommend following us on Instagram follow us on, the Heat Mvmnt App and also enable push notifications.
