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From Russia with lovely designs

My personal favourite 2018 football shirt, the blue Japanese home jersey by Adidas, features pattern based on the traditional Sashiko stitching technique.

There are plenty of football fans at Six, so the chance to discuss the sport in a brand context is something we hardly need an excuse for. Today, we’re looking at football shirts.

A football shirt is a sporting garment. It needs to be comfortable and it needs to perform on the field. But these days, for manufacturers like Adidas and Nike, it needs to win on the street too. So how are modern designers making that happen?

Iconic retro

Germany’s 2018 home shirt nods to the kit worn by West Germany when they won their third World cup at Italia ’90. 

There have been iconic football jersey colours and designs over the years: Brazil’s famous yellow and the orange of the Netherlands, for example. This year, designers are looking back to tried-and-tested designs to develop new styles. 

Amping up the online buzz

New kits now get ‘announced’ via social media to kick off orders and sales. A positive buzz can make a huge difference, as seen by Nike’s lime green, black and white design for Nigeria – the incredible online response resulted in a whopping 3 million pre-orders. 

Design that puts the yards in

Design is at the heart of all of these shirts, of course. But just as with the work we do at Six every day, it’s not design for the sake of design. It’s researched, relevant, tested, fit-for-purpose. It does its job and then some, and it looks beautiful while doing it.

Junior Designer Jordan’s take on some retro-inspired Six team football shirts!

Case studies