This week in Paris, at an event of unprecedented scale for the women’s game, Nike premiered the kits for its 14 teams competing at this year’s World Cup. It felt like a game changer.
The historic setting of the Palais Brongniart seemed fitting, as this felt like an event signalling another exciting shift in women’s football. Featuring 40 of the world’s top female athletes, it was undoubtedly the biggest kit launch the women’s game has ever seen. Such launches have been commonplace in the men’s game for years, so brands dedicating equivalent energy to the women’s game is both encouraging and exciting.
Featuring a host of celebrities, another sign of the event’s importance was the attendance of Nike CEO Mark Parker, who said, “We believe this summer can be another turning point for the growth of women’s football. Nike’s commitment is to continue our leading support of competitive athletes, invest in the next generation at the grassroots level and deliver more innovative and compelling product design for women.” ”
Ahead of this year’s World Cup in France, it is yet more evidence that interest in the women’s game is rightly increasing. Check out all the kits in the galleries below.
The kits themselves, as well as being, in our opinion, incredible, contain huge design innovations for women athletes. The design process began by gathering detailed input on fit from professional footballers, followed by 4D scanning and motion capture in the Nike Sport Research Lab.
Cassie Looker, Nike Women's Football Apparel Lead, described the process in more detail, “It’s relatively simple to design a kit that fits well during the national anthems, but Nike is focused on a kit that moves with the body through the most athletic of motions.”
“Our male footballers prefer a very fitted — almost tight — shirt; they say it makes them feel like a superhero,” explains Looker. “But that’s not how it makes our female footballers feel, and we want them to have the shirt that is right for them without having to size up to get it.”
Nike’s new 2019 football kits will debut on national teams this month and will be available on nike.com in May. You can read more about the innovation process here.