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Martine Rose on Fashion’s Football Obsession

The cult designer’s sellout tie-up with Nike for the US women’s national soccer team demonstrates the sport’s soaring star power and opportunity for brands to cash in on the Women’s World Cup.
Martine Rose x US Women’s National Team
The eye-catching partnership is the latest example of how brands are increasingly investing in marketing opportunities around women’s football as viewership and overall popularity of the sport have spiked in recent years. (BoF Team)
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BoF PROFESSIONAL

When the members of the US women’s national football team stepped off the bus in Auckland, New Zealand, on Saturday, ahead of their opening game of the Women’s World Cup, their eye-catching formalwear marked a departure from the usual pre-game tracksuits or training gear.

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Further Reading

Why Athletes Are Beauty’s Real MVPs

Gen-Z sports stars like Angel Reese and Shai Gilgeous-Alexander have become unlikely ambassadors for cosmetics brands, connecting them to underserved communities. Some are even bypassing partnerships to launch beauty ventures of their own.

How Athletes Went From Selling Merch to Building Fashion Brands

High-profile athletes used to make money by inking licensing deals with retailers that use their names on jerseys and shorts. Today, sports stars like Russell Westbrook and Megan Rapinoe are launching their own labels, with full financial and creative control.

About the author
Daniel-Yaw Miller

Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.

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