World Cup 2018: The Design Secrets Behind This Year's Most Stylish Kits.

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  • Is it any wonder that the global juggernauts responsible for the latest offerings of our heroes take the design of the kit very, very, seriously? Brands like Adidas, Nike and Puma have specific departments, packed with designers from across the globe, working away to make sure they get the kit right. And never are their efforts under more scrutiny than when they're designing for the World Cup, the international apex of the sport.
    The kit offerings for the upcoming tournament in Russia have been more ruthlessly inspected and discussed than any that have come before, as the football shirt makes its transition to fashion status symbol. Sleek new football sites and magazines like soccer bible, and copa90, fastidiously cover the garms for a youthful, fashion-conscious audience, as do street style sites like  hypebeast On social media, where a photo of Nike's new Nigeria kit garners and hundreds of comments on Instagram, the change in the game is even more noticeable.
    Gone are the days of new jerseys being announced to the world with a shot of the full team, sat with arms folded, smiling for the camera. Today, a new shirt is debuted in an edgy fashion shoot, often with neither ball nor pitch in sight. Last year, the Tottenham Hotspurs took things a step further and staged a lavish kit launch party at a North London nightclub, where grime MC AJ Tracey performed for a trendy crowd.

Source : IWN Online Editor

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