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Sportswear giants like Adidas and Puma are seizing the opportunity to tap into the fashion world's infatuation with soccer. Through strategic forays, these brands aim to expand their customer base and leverage the growing demand after the success of the Women's World Cup.
Fashionable Influencers Fueling the Craze
The allure of soccer has even reached the glamorous realms of Hollywood, with the likes of Kim Kardashian spotted attending matches adorned in soccer jerseys. This fusion of celebrity and sport has not gone unnoticed by soccer clubs, who are now exploring new avenues for merchandising, reports Reuters.
Richard Busby, CEO of sponsorship consultancy BDS Sponsorship, predicts the harmonious bond between football and fashion has just begun. The success of the Women's World Cup highlighted a substantial untapped market for female-oriented soccer merchandise.
From Kim Kardashian rocking vintage Roma and Paris Saint-Germain shirts to the 20-year-old model Mia Regan flaunting an Arsenal jersey paired during Paris Fashion Week, the influence of soccer fashion is gaining momentum.
Sportswear Giants at the Forefront
Adidas and Puma are renowned for their association with streetwear and pop culture. However, their substantial investments in soccer, accounting for two-thirds of their annual sponsorship budget, according to a recent GlobalData report, demonstrate their commitment to capitalizing on football's newfound stylish appeal.
Yahoo noted that GlobalData's findings reveal that soccer represents 48% of Nike's annual sponsorship expenditure. Puma's global creative director, Heiko Desens, confirms the industry-wide trend, emphasizing the undeniable influence of football culture across the fashion landscape.
The latest collaboration between Puma and popstar Rihanna's Fenty brand introduced a trainer inspired by the iconic cleats worn by the legendary Brazilian soccer player Pele.
"Puma has a higher sales exposure to women than Adidas or Nike, and the original Rihanna partnership in 2015 was really effective in helping it build strong demand and a lot of credibility with the female consumer," said Graham Renwick, analyst at Berenberg.
As soccer's global popularity continues to ascend, we can expect an even deeper integration between fashion and sportswear.
Italian fashion house Prada ventured into soccer fashion with a striking collaboration alongside Adidas. The partnership birthed three unique colorways of soccer cleats, including a stylish white variant, which retailed at $595 per pair.
Photo: Braden Hopkins/Unsplash
