Nike, Virgil Abloh & Kim Jones create FIFA World Cup 2018 uniforms

Nike | Virgil Abloh & Kim Jones create FIFA World Cup 2018 kits

Nike is kicking off the 2018 FIFA World Cup this month with the launch of soccer kit capsule collections by LVMH Artistic Directors Virgil Abloh and Kim Jones. The two directors have stepped away from their duties at Louis Vuitton and Dior Homme to produce collections that capture their perspectives of the sport of football.

Nike x Kim Jones “Football Reimagined” is an exploration of fashion’s cerebral side, and references London’s Kings Road, the punk era, and avant garde tailoring. The Dior Homme Artistic Director reworked jerseys, shorts and pre-match jackets to create new body proportions that redefine the football uniform. Jones has experience with football uniforms, having designed for Umbro for a period of time.

“That whole punk era was all about proportions that gave power to the wearer,” said Jones. “I was inspired by the idea of DIY of the time — cutting up and putting things back together — to create something new.”

“Football Reimagined”, which launches on June 7 at select retail locations globally, also includes an original shoe that is a hybrid of Jones’ three favorite Nike shoes: The Footscape, Vandal and Air Max 97.

Jones explained the inspiration for the design: “I was looking at the silhouette of the Mercurial along with my three favorite Nike shoes: The Footscape, the Vandal and the Air Max 97. Combining these into one shoe is an homage to punk, but with a super-slick end product.”

On June 14, Nike launches Abloh’s collection, “Football, Mon Amour”, which is a combination of the Louis Vuitton Men’s Artistic Director’s memories of his youth and lifestyle and sport branding. High school soccer matches and hip hop influence Abloh’s collection that features black-and-white check board patterns on jerseys, nodding to Czech strips and a lion juggling dots as the team’s logo.

The shoe of the collection, the Flyknit Zoom Fly, also features dots that serve as directions for the wearer to strike the ball.

“I wanted to communicate where a player strikes the ball. So, I put dots on the boot; if you’re going to strike the ball, your foot/eye coordination is basically the only variance of chance,” explained Abloh.

“That’s what the collection started with, these running shoes that mimic the same as your actual boot on the pitch so that you started subconsciously training all the time. Then I just applied that aesthetic from the bottom up.”


Nike x Kim Jones “Football Reimagined”



Virgil Abloh’s collection, “Football, Mon Amour”