Football players have been sponsoring sportswear since the times of the 1970s football World Cup, when major brands competed to sign a deal with Pelé. Over time the relationships have deepened and extended into footwear, with players being closely associated with the boot brands they trust.
And yet, with regard to footwear in particular, the link has never been as strong as it is in other sports and leagues –– like the NBA, where Michael Jordan established a global brand through his sneakers, and present-day players like LeBron James earn tens of millions through shoes.
With that said, there is a subtly but surely growing link between global soccer and sneakerhead culture that bears looking into.
Signature Boots
Again, the idea of players becoming known for their chosen shoes in soccer is not unheard of. This extends to signature boots as well. Legendary players from David Beckham to Lionel Messi have produced their own sportswear and boots, and current superstar Erling Haaland has just recently made news simply by way of anticipation of a new deal. Perhaps more than anyone else though, the ever-marketable Cristiano Ronaldo has thrived through his own designs and apparel deals. Through the years the Portuguese player has been associated with colorful models and interesting silhouettes that come very close to the creativity of the designer sneakers associated with the professional basketball.
There have also been some interesting player-led projects of late that speak to soccer’s boot market becoming a bit more like sneaker culture. Manchester United standout and World Cup winner Paul Pogba, for example, has collaborated with designer Stella McCartney in the creation of the first-ever vegan football shoes. Pogba even played a match wearing shoes made only with cruelty-free materials.
A Spotlight In Sneakerhead Communities
Sneakerheads tend to follow the hype surrounding future shoe releases very closely. But again, this primarily has to do with basketball and some of the most prominent American players. Recently however, a fresh spotlight on soccer has shone within sneakerhead communities online –– primarily through a series of articles called “kickin’ it” specifically devoted to the soccer-sneaker link.
These articles appeared at an online sneaker community site designed to bring consumers the latest news in sneakers, streetwear, and athletic apparel, as well as provide members with easier ways of obtaining desired items. Beyond bringing sneakerheads together, it’s set up to be something of a trend-maker, which is why the aforementioned series of articles feels noteworthy. This series has highlighted the roles of multiple major footwear brands in world soccer, examined soccer and streetwear crossovers, and –– to our next point in this piece –– reported on the extension of Michael Jordan’s band into soccer.
PSG make more headlines
One of the most surprising collaborations has come from this brand’s deal with the French club Paris Saint-Germain. As a result, the famous “Jumpman” logo –– an icon in sneaker world –– took its place on the grass pitch, via the club’s primary kit, providing a unique example of a big soccer team partnering with one of the most famous names in American apparel and footwear.
This type of partnership may not be the last of its kind though. As more brands realize that soccer players around the world also enjoy wearing different types of apparel (and potentially even modeling sneakers), the chances of future cross-sport deals seem encouraging. And for that matter, there are even specific avenues to keep an eye on. LeBron James has an ownership stake in Liverpool FC, for instance…. Might his personal logo be on their boots or kits at some point?
As time passes, collaborations between soccer players and teams with sneaker brands will likely become more prominent. Even now though, more such links are emerging.
