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After Years Of Almosts, Uzbekistan Is Finally Here

In Tashkent, history will arrive with breakfast. Around 7am on June 18th, while much of Uzbekistan is waking up, the national team will walk out at the Azteca for the first World Cup match in the country’s history.

Is FIFA Stifling Creative Soccer Culture at the World Cup?

We recently rounded up the Nike X2 collection for a closer look and generally to just swoon over it a bit. But those with a keen eye will have noticed that the collection actually looks a bit different at the World Cup. So why is that?

Bruno Fernandes: Carrying the Weight of Expectation into a Summer of Possibility

Fresh off another standout campaign, we caught up with Portuguese Magnífico Bruno Fernandes to look back on the season that was, and ahead to a summer full of possibility.

Closer Look at the Seven-Nation Nike X2 Collection

With the global retail date upon us, we take a look at the Nike X2 collection, which sees the Swoosh partnering with seven federations, seven collaborators and seven community organisations to create some of the most unique looks at the World Cup.

Design FC Invite Youths Across the Globe To Reinvent Their Nation’s Jerseys

Amid the spectacle and intensity of the World Cup, it’s often the quieter creative stories that leave a lasting impression. One such project comes from Design FC, whose Youth Creative Collective offers a fresh, youth-led take on international identity, reimagining football jerseys through the eyes of the next generation.

Cape Verde Has Reminded Us Why The World Cup Exists

Every World Cup has a moment when the tournament suddenly clicks into place. This year, Cape Verde against Spain felt like that moment.

Ezeta Channel Tivoli’s Eternal Spirit For 2026/27 Kit Collection

Ezeta continue to carve out their own distinctive lane in the football aesthetic landscape, and their latest drop with Tivoli Calcio 1919 only reinforces that reputation. For the 2026/27 season, the Italian label deliver a collection steeped in symbolism and storytelling, drawing deeply from the millenary heritage of one of Italy’s most storied cities.

“Look of Football” Explores the Game's New Visual Language

With the World Cup bringing football into sharp global focus, "Look of Football" arrives at exactly the right moment.

Kenia Os and Willy Chavarria Was a Culturally Perfect Moment in Time

In amongst the spectacle of the 2026 World Cup opening ceremony, an unexpected figure took centre stage for a brief moment: Kenia Os, styled out by Will Chavarria. It represented a pinnacle moment, where culture took the spotlight while the world watched on.

The Nike x Cactus Jack T90 Collection Is Finally Here and It’s Glorious

The World Cup is in full swing, and the momentum just keeps building. Nike, never one to sit back, is pushing things forward on the cultural side with a wave of bold campaigns and collabs. And right at the centre of the noise? Travis Scott, whose latest Cactus Jack link-up is finally here in full.

Inter’s Double-Winning Season Is a Work of Art (Literally)

Nearly two months after its conclusion, Inter’s triumphant 2025/26 season has been given a new form.

Newcastle United Tune Into Culture for Home Kit Launch

In amongst the noise of modern kit launches, Newcastle United have taken a step away from the routine and into the culture. It’s a rare move from a club operating at Premier League level, but honestly, I find it incredibly refreshing.

Meet The Photographer Capturing Argentina’s Football Religion

Before photographer Camila Faraci was born, she says, she already had a football team. Not a name, not yet, but a club.

It's Official: The Magic of Merlin Is Back

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Before football lived online, it lived in your bag. In half-finished albums, battered swap piles, shiny badges, creased team pages and the heartbreak of pulling the same player for the fifth time.

Time for Legends: House of Merc Opens its Doors in Style

We teamed up with Pro:Direct and Nike to officially open the doors to House of Merc NYC with 'Time for Legends', bringing together lovers of the game to celebrate the iconic legacy of the Mercurial. And with an actual legend in Didier Drogba turning up, you just know this wasn't one to miss.

The 10 Most Impactful World Cup 2026 Kits for Creative Soccer Culture

There’s a million different lists ranking the 2026 World Cup kits, and so this one takes a slightly different approach, viewing it through our own Creative Soccer Culture lens and ranking them based on their influence.