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Photo courtesy of Nike

The Secret Behind Nike's New Naija Football Kits are Nigerians Themselves

The story behind the bold new uniforms the Super Eagles will be wearing at this year's World Cup.

Partner content from Nike

The new Nigeria football kits are not even out yet, but they're already causing pandemonium with Nigerian press reporting that there have been already 3 million worldwide orders. And it's easy to see why—the designs are daring with a bold nod to Nigerian culture that is very in vogue right now. In addition, UK Grime MCs with Nigerian roots, Skepta and Tinie Tempah have already been photographed in the new jerseys causing a surge of social media chatter about the new look.

But while rock star endorsements and an edgy new design will certainly bring attention, there's no doubt that the real bulk of the demand is due to what is ramping up to be a significant moment in the history of Nigerian football—the 2018 World Cup.

If you don't already know, Nigeria is entering this year's World Cup in Russia with some of the most exciting young players we've seen in years. With youthful talent like Wilfred Ndidi, Alex Iwobi and Kelechi Iheanacho—all 21—and veteran Olympic captain Jon Obi Mikel ready to take the field in Moscow all eyes are on Nigeria to advance out of Group D and challenge the world for a chance at the cup.

The plan here is to outdo the teams previous international achievement, the 1996 Olympic Gold Medal in men's football which is commemorated on the home kit with a badge recolored in the colors of the '96 gold medal-winning "Dream Team."

The home kit also pays subtle homage to Nigeria's '94 shirt— the first Nigerian team to qualify for the tournament—with its eagle wing-inspired black-and-white sleeve and green torso. But if the allusion to the pasty is subtle, the new supercharged patterns are anything but.

The look of the kit feels particularly in touch with what's going on in youth fashion both in Nigeria and the world and that's no accident. Much of the collection comes in bold print, both floral and Ankara-inspired chevrons, ideas that we've seen entering street wear collections and on the runway in recent years. That's because African and Nigerian style has become a big deal internationally of late. And not just in style, the country's huge cultural industries from Nollywood to Afrobeats have announced themselves on the world stage. This cultural ascendance is reflected in the design.


Courtesy of Nike

"With Nigeria, we wanted to tap into the attitude of the nation," notes Dan Farron, Nike Football Design Director. "We built this kit and collection based on the players' full identities." Along with other members of the Nike Football design group, Farron dug into learning more about Nigeria's players, "We started to see trends in attitude and energy connecting the athletes to music, fashion and more. They are part of a resoundingly cool culture."

In fact OkayAfrica has covered the team's love for music before—even dedicating an edition of the African in Your Earbuds mixtape to John Obi Mikel, Alex Iwobi & Kelechi Iheanacho's favorite songs to get hyped up before a game. When we asked the charismatic trio, they gave us list that included many of the huge Nigerian artists that we love, like Tekno, Wizkid, Yemi Alade and Nigerian-American rapper Wale and also, perhaps surprisingly, perhaps not, Celine Dion.

Nigerian culture has gone global partly through its infectious energy but also because of its vibrant diaspora populations that bring it with them wherever they land. Lagos-born Alex Iwobi whose goal in the 73rd minute to qualified Nigeria for this summer's tournament spent most of his life in London but still reps Naija to the fullest.

"I grew up in England, but Nigeria is my homeland," he says. "When I scored that goal, the players were dancing, the fans were playing trumpets and bringing drums…there was just so much passion and energy. It is always an honor to wear the white and green. To compete this summer is not just our dream, it is also the dream of our fans. Together, we all represent Naija."

This similar energy can be felt in Nigerian communities from Brooklyn to Peckham and even in China. Naija culture is truly global and no doubt the fans will embody the Naija spirit wherever they will be watching the games this summer.

If you're wondering, Nike isn't simply hopping on the Nigeria bandwagon. The apparel company has been sponsoring the Nigerian football since 2015, supplying kits to all nine of the Nigeria Football Federation teams at every level, including the men's and women's senior teams, men's and women's under-20 teams, men's and women's under-17 teams, men's and women's Olympic teams, and the men's beach football team.

So while the kit is available for purchase worldwide June 1, just know that you'll be competing with millions to get your own official shirts for the World Cup. If you are in New York, find the kit for sale exclusively at Nike's 21 Mercer store.

And please join OkayAfrica and Nike on June 2nd for Naija Worldwide as we celebrate Team Nigeria's journey to Russia in style.

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Photos by David Pattinson.

First Look: This New Collection from Art Comes First Is Peak Black Yeehaw Aesthetic

The design and brand consultant duo previews the SS20 collection displayed during their residency at The Mandrake Hotel in Paris.

Following their wavy Surf Afrika collection, Art Comes First (ACF) shares with us a preview of their SS20 collection that is all things Black Yeehaw Aesthetic.

Dubbed El Charro Negro, the collection features neutral colors and an array of textures—from leather, embroidery, fringed denim and ponchos, to vests, suede jackets and straight flyness.

Sam Lambert and Shaka Maidoh of ACF are known as the "Travelling Tailors" where their ventures around the world influence their designs. This time the nomads, who hail from the West Indies, Ghana and Angola respectively, have landed in Paris.

Earlier this month, ACF curated a week-long event-filled residency at The Mandrake Hotel in Paris that encapsulates their ethos of taking cultural influence from around the world and only staying still long enough to create. There, Lambert and Maidoh presented an installation, live musical performances and DJ sets, a film screening and a pop-up shop leading up to Fashion Week. The residency also showcased the duo's latest collaboration with London mainstay Fred Perry.

El Charro Negro will still be showcased in Paris at another location from June 18 to 23. Keep up with ACF on Instagram to stay tuned for details.

Check out our favorite images from the collection below.

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Nonso Amadi & Kwesi Arthur's 'Comfortable' Will Get You In Weekend Mode

Watch the trippy new music video for this link-up from the buzzing Nigerian and Ghanaian artists.

Nonso Amadi is one of the standout acts from a young wave of Nigerian musicians blending afro-fusion with RnB and much more. He's now dropping the brand new single "Comfortable," an addictive self-produced track that sees him linking up with bubbling Ghanaian act Kwesi Arthur, which we're premiering below today.

"Comfortable" is built on woozy synth keys and sparse beat work, all spearheaded by Nonso Amadi's vocals about wanting freedom in a relationship.

"The song is inspired by experiences with having a girl over and not wanting them to get too comfortable by staying too long with you," says Nonso Amadi. "I thought it'll be interesting to create a song around this 'cos it's not a perspective were used to hearing from guys very often."

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Screenshot via YouTube.

Maleek Berry Makes a Statement with His First Track of the Year, 'Flashy'

And the music video follows suit.

After months of anticipation, Maleek Berry finally dropped his first track of the year, "Flashy."

The Nigerian crooner-producer surely makes a statement on the track while flexing his rapping skills, as he chronicles how he leveled up to be flashy—and it's well-deserved. The video shows us a scene of a fly photo shoot that's underway, where Maleek is dripping in gold and fancy cars surrounded by stunning black women and his homies—Eugy, Tinie Tempah, Juls and more.

Watch the video, directed by Capone and Guise of Vissionaire Pictures, below.

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