Being a football fan today is unlike how it has ever been. The celebrity status of the stars of the game have reached new heights, the growing popularity of football in America has introduced waves of new fans and clubs and their kits are now being targeted by fashion brands.
From the Jordan Brand taking control of the Paris Saint Germain kit, AC Milan partnering up with Off-White to design their pre-game gear, and now its none other than Balenciaga‘s turn to enter the world of football.
French Ligue 1 team Stade Rennais F.C. entered the pitch last weekend to take on Troyes as they beat them 4-0, but only keen eyes would of spotted something different about their kit.
Debuting in last weeks game, the Rennes squad sported what looked like their usual kits but with some special Balenciaga-designed tweaks.
To the rear of the jersey, Balenciaga‘s brand name was placed proudly above each players name. Below this, the squad numbers of each player was updated with a rainbow motif that’s inspired by the colours of the Pride Flag.
The inclusion of the Pride Flag colours was in honour of International Day Against Homophobia on May 17 and an effort to fight against hate towards the LGBTQ+ community.
Balenciaga are still taking steps to repair its reputation after its infamous campaign last year that fueled child exploitation conspiracies surrounding the label. The brand has since partnered with the National Children’s Alliance as a part of these efforts.
It’s unclear how long this partnership between the luxury French fashion house and Stade Rennais F.C. will go on for, but I think that Balenciaga may be entering its football era.
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