NikeLab has collaborated with French fashion designer Olivier Rousteing, the much sought-after creative director of Balmain, on a new collection of soccer apparel.
The Football Nouveau Collection is being promoted by a social media campaign through R/GA London, which capitalized on the social media credentials of Rousteing, who featured in this year's Creativity 50 on AdAge.com and is known for his huge Instagram following.
The agency worked on a digital campaign starring French players Blaise Matuidi and Laure Boulleau, who were captured in visuals shot by the Nick Knight studio. The images were propagated across soccer and fashion's most followed Instagram accounts and blogs. Nike also created a short documentary, seen here, which delves deeper into Rousteing's inspiration and love for sport. The collection goes live on June 2 internationally, in NikeLab showrooms, select NikeLab stockists, and on its website.
"Fashion is usually about the catwalk and the glamour, but with Nike it was about performance and the athletes," explained Rousteing in a statement. "What I love about this collection is that we are integrating the iconic style of football into sport style."