From the Stadium to the Streets: How Football Culture Shaped Contemporary Style

From the stadium to the streets: how football culture shaped contemporary style

As Griffin Claes, Senior Designer at adidas Football, explains “Football, like fashion is deeply rooted in identity, it tells the world who you are, where you are from, what you value, or that you went to Rome in the summer of ‘07 and caught a vibe with a side of Amatriciana. Whether it’s nostalgia, aesthetics, or heritage, football gives people something real to hold onto, something authentic to wear.”

“The adidas Teamgeist era is nothing short of legend. I mean, talk about aura, Zidane, Ribery, Cisse, Henry, all on one team, I was glued to the TV. I was mesmerized by the way they played, but also the jersey itself with its fluid cut lines, the bold colour blocking, and a chestbar that must have been 10-15 years ahead of its time, I was hooked. On and off the pitch, this kit was a symbol of the style, angst, and attitude of the early 2000s – now at the epicenter of fashion.”

“There was never anything like it” says Claes, “the 2014 adidas Yohji Yamamoto Real Madrid kit was the epitome of streetwear intersecting with football. The jersey wasn't just seen as a shirt, it was a canvas. It was hype, it was fashion, it wasn't just a shirt for the game, or a football nerd’s collector’s item (all due respect to the football nerds like myself!), it was a status symbol, and I would have sold my soul for it. To me, it's still the gold standard and as a designer I am still chasing this kit every day.”