Like all major sporting events, the 2010 FIFA World Cup is a media circus. Between egos, injuries and WAGS, the scoreline isn’t the only thing grabbing the headlines. Also detracting our attention from the beautiful game: the kits. Internationally, football or soccer is both a lucrative and competitive industry, with the likes of Nike, Umbro, Adidas and Puma vying for the monopoly. To put things in perspective, almost 30% of Nike’s total revenue in 2009 came out of Europe, Africa and the Middle East, where football culture is as big as baseball in the US. In 2008, Nike purchased Umbro, arguably the O.G. of soccer apparel; their sales have since increased over 200% to $174 million annually.
Unlike the NFL or NBA, where the entire league sticks to one shirt sponsor, FIFA is fair game. From Japan to Slovenia to Honduras, each soccer ‘kit’ is a who’s who of all the prominent sporting brands. Where some brands don’t believe in reinventing the wheel, like Adidas for Argentina, others are content to reinvent the wheel as they see it fit, like Nike for the USA. There are varying degrees of success – we’ve seen our share of stinkers (look at any of the Mexican Goalkeeper kits that their goalie Campos designed!! – but here are a few that we feel deserve a shout out
Of course Umbro for England: Ever since Nike acquired Umbro we’ve seen less and less of the iconic diamond-within-a-diamond logo that once dominated soccer apparel from head to toe. The British brand has lost much of its visibility in the past ten years; opportunity cost when you’re living comfortably under Nike’s wing. Meanwhile, the English national team has always been sponsored and designed by Umbro. England is a team that underwent a massive tactical makeover leading up to the tournament, hiring a no-nonsense coach in Fabio Capello and adopting a style of play stripped of individual flair. Umbro, seemingly taking full advantage of Nike’s design resources, went for a look that compliments this new outlook: classy, minimal, no frills. Its a great look whose versatility is a win both on a off the pitch. Check out this article on the designer of the kit Aitor Throup over at SlamxHype
Nike for the Netherlands: The Dutch normally wear orange, and like England they wisely avoid the Ed Hardy look by keeping it simple. Their away kit gets a little more interesting. Over the years Holland has played with a number of variations on a white, red and blue stripe, featuring it as a diagonal line, a horizontal line running along the diaphragm and, now, a V-shape. Although I feel their previous powder blue kit was a better look, this year’s white away jersey with the V-shape line going hand-in-hand with Nike’s ‘V for Victory’ campaign is a class act
Puma for the Ivory Coast: Strength, athleticism, prowess: these are the qualities of African soccer that the Ivory Coast embodies so beautifully. With a starting lineup boasting Didier Drogba and the Toure brothers, a trio whose skill is matched only by their physical presence, you can imagine how intimidating these guys look sporting a fierce orange kit. In March, Puma earned a Red Dot Design Award for the Italian team’s jersey, whose winning look and revolutionary makeup has since been adopted by African sides Ghana, Cameroon and the Ivory Coast. A design that emphasizes comfort and breathability, a style that hugs the body and accentuates ‘the strength of the chest and arms.
Check out some of the worst kits here
The Style Raconteur 