A soccer jersey runway show was the opening signifier of the 2019 season. Taking cues from the world of haute couture, the luxurious celebration was arranged in collaboration between adidas and Major League Soccer — two long-standing partners.
The jersey runway show did not only sought out to celebrate the creativity of design and the sport itself, however. It was also arranged to showcase the versatility of the silhouettes and to shift the public's perception of jerseys from an activity-focused garment to one that can be "accessed by a wider style community to symbolize city identity and pride."
The adidas x Major League Soccer project employed various names in fashion design, including Sara Gourlay of Frankie Collective, Andrew Andrade, No Sesso, and Corey T. Stokes, to reimagine the silhouette of the jersey as a fashion staple.
Photo Credits: BFA
Soccer Jersey Runway Shows
Adidas & Major League Soccer Opened the 2019 Season with a Fashion Show
Trend Themes
1. Fashion-sports Collaboration - There is a trend of fashion designers collaborating with sports teams or leagues to create unique apparel collections, opening opportunities for disruptive innovation in the fashion and sports industries.
2. Jersey Silhouette Reimagination - Jersey runway shows are shifting the public's perception of jerseys from an activity-focused garment to one that can be accessed by a wider style community, presenting opportunities for innovative designers to reimagine traditional jersey silhouettes.
3. High-end Jersey Collections - A trend of creating high-end jersey collections is emerging, providing an opportunity for disruptive innovation in the sports apparel industry and expanding the market.
Industry Implications
1. Fashion Design - Fashion designers can collaborate with sports teams or leagues to create unique apparel collections, making a positive impact on the fashion industry.
2. Sports Leagues & Teams - Sports organizations can work with fashion designers to create high-end jersey collections that cater to a wider range of consumers and expand their market potential.
3. Sports Apparel Manufacturing - Manufacturers in the sports apparel industry can leverage the trend of Jersey silhouette reimagination and create innovative designs, expanding their product offerings and reaching untapped markets.