Football Reimagined was Kim Jones’s collection with Nike, released on June 7, 2018, at Dover Street Market London, on Nike.com, and at select retailers, a week before the World Cup in Russia. It covered jerseys, shorts, and track jackets, mostly black with white or neon-yellow Swooshes and number 11s, plus a hybrid shoe. Virgil Abloh’s Football, Mon Amour followed on June 14. We made it internally, Nike Brand Design EMEA with Nike Football, and Nike Brand Design briefed and creative directed the outside agencies.
Why it looks like this
Cut up and put back together. Complex quoted Jones on the King’s Road punk era: “I was inspired by the idea of DIY of the time—cutting up and putting things back together—to create something new.” SoccerBible reported rough-edged materials and a metallic finish on the Swoosh and the number 11.
Four shoes in one. Complex reported that Jones combined the Mercurial silhouette with three Nike models he liked, the Footscape, the Vandal, and the Air Max 97. He called the result “an homage to punk, but with a super-slick end product.”
That whole punk era was all about proportions that gave power to the wearer.
Kim Jones, designer, source
