After launching their 2019 Women's World Cup kits in Paris, Nike were in the mood for more creativity by opening up a Jersey Customisation Workshop in the French capital. Offering up their wardrobe of template shirt designs as canvases for custom flair, the Swoosh opened their doors and re-opened the rule book of kit complexion.
Just 24 hours earlier Nike had revealed kits for all 14 of their 2019 World Cup competition nations at a mammoth launch event in the Place de la Bourse; bespoke women's designs from the crisp and clinical to the wild and experimental. Taking things a step further, the Jersey Customisation Workshop provided a chance to completely change the dynamic of how a humble football shirt can be transformed and embraced from a fashion perspective.
With your shirt selected Nike threw down a pick 'n mix buffet of accessories to give the kit a fully bespoke makeover. Chains, zips, netted cloth, feathers, sequins, badges, stickers, furry Swooshes. An endless possibility of choices which saw the shackles come off and the chains go on. Nike provided the professionals in terms of heat pressing, sewing and cutting, you just picked and designed your kit. While some cut, trimmed and mashed-up their shirt, others kept things more low-key with subtle additions.
Another demonstration of how Nike are taking football into a more creative and lifestyle focused space by embracing fresh thinking. That's not to say the game is being taken away from its performance roots, more a flex of how football's versatility can be embraced by alternative circles. An ever growing customisation culture keeps firing strong with serious Swooshed up swag.
Check out the full Nike WWC 2019 Paris Innovation Event here.
