Nike is kick-starting its global soccer marketing for the FIFA World Cup.
The athleticwear giant has unveiled a lineup of products that it will push through social media and underground blogs in preparation for soccer’s greatest spectacle. New items include jerseys made of 100 percent recycled polyester and footwear.
Nike, which has developed software that works in conjunction with socialmedia, has taken a functional and subtle approach to social networks asa marketing tool in the run-up to the monthlong event that starts June11 in South Africa.
“We will absolutely use social networks, but we do it in the context of how it connects with the consumer and what role it can play in allowing them to interact with us and share their story, as opposed to it being a broadcast for us,” said Trevor Edwards, vice president of brand and category management for Nike Inc.
Users can upload their progress, compare it with their idols’ performance and share it with their friends. Parker said the product “connects the digital and physical worlds of football. These are among Nike’s most advanced products to date.”
World Cup teams wearing the recycled jerseys will be Brazil, the Netherlands, Portugal, South Korea, Australia, New Zealand, Serbia, Slovenia and the U.S. An average of eight plastic bottles has been used to create each of the jerseys, said Kate Meyers, communications manager of Nike’s sustainability and innovation group. Yarn created in Taiwan from the recycled plastic was subsequently spun into fabric in Indonesia to create the collection of athletic shirts.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia