Art of Football x Women’s World Cup
Fashion collective and creative community, Art Of Football launched their first lifestyle collection in line with the Australia and New Zealand FIFA Women’s World Cup. Featuring fresh garments that celebrated the women’s game including the ‘Russo Tee’ or the ‘Weigman Track Pants’, the collection was packed with references to iconic moments from the Lionesses’ recent history.
The hero item in the range was the ‘Button-Down Under’ shirt, a unique piece that was created as the World Cup progressed, with AOF capturing the tournament’s best moments and building them into the garment design in real-time.
Media loved it too. During a very competitive news agenda cycle, we secured 12 pieces of coverage in top-tier titles including Forbes, FourFourTwo and Hypebeast and Hypebae, helping AOF in their mission to turn fan culture into a lifestyle.
The family-run, fan-led AOF community has been at the forefront of modern fan culture since 2013 and is known for capturing the football’s best moments, nuances and celebrating them with original merch. This collection was no different – the ‘110 Tee’ referenced Chloe Kelly’s famous 110th-minute extra-time winner in the EUROs final, and the Lionesses’ roadmap to bringing the EUROs trophy home is emblazoned on the ‘God Save Our Queens Tee’ – representing another example of AOF uniting the worlds of football and fashion.