Nike's Jacquemus World Cup collection is exactly what we expected only, well, better.
Honestly, it feels like all I’ve been doing recently is writing about Nike World Cup collaborations. But when the Swoosh continues to release a series of well-executed concoctions alongside some of the world’s most exciting brands, that was always going to be the case.
Nike’s latest – and seemingly final – World Cup collaboration is with Jacquemus, the vibey luxe label founded in 2009 by self-taught designer Simon Porte Jacquemus.
Originally teased as a part of Nike’s X2 capsule series last week, the collection – titled Les Bleus by Jacquemus – brings Jacquemus’ unmistakable eye to the French national team, balancing football heritage with that very particular kind of French ease.
The tricolour is there, of course, but it’s handled with restraint: refined stripes, vintage craft, a little elegance, a lot of confidence. It feels made for the tunnel, the terrace and the street outside the stadium after full-time.
And, like with the rest of the Nike X2 capsule, there’s a purpose behind it too, with the collection honouring Sport dans la Ville, the organisation helping shape the future of youth sport in France.
The long and short of it is that Nike’s World Cup summer is already starting to look like a bit of a takeover. On pitch, it’s federation kits, Mercurial Vapor 17s and Superfly 11s. Off it, it’s Cryoshots, culture drops and this X2 capsule series.
Seven federations, seven collaborators and seven community organisations, all coming together to show what football looks like when it’s filtered through local pride, style and youth culture.
In a summer where everyone wants a piece of football, Nike and Jacquemus have made something that feels properly considered. Not just merch, nor just fashion, but a France collection with feeling.
The X2 collections will be available at collaborator and federation retail beginning June 11, at Dover Street Market retail beginning June 13, and across SNKRS and select Nike partner retail beginning June 16.
