SFS #4: Fashion Fever Hits Euro 2024
DKNY Roblox Pop-Up Built With Dubit, Vogue World 2024, Nike x Hyperice Tech, Versace on Snapchat, Adidas x Rocket League, Schiaparelli Stars, UEFA EURO 2024 and Charli XCX's Instagram Takeover.
Lately, I'm all in on UEFA EURO 2024.
I'm about to head out to watch tonight's match, and I'm super excited.⚽︎
The fashion industry is also caught up in the football fever, especially with EURO 2024. We're seeing a lot of new partnerships, and up-and-coming sports stars are teaming up with fashion brands as ambassadors.
Digital platforms like Roblox and Fortnite are also getting involved.
This blend of fashion, sports, and digital spaces is a fantastic way to reach out to young, enthusiastic fans and a wider audience.
Let's dive into some of the cool projects fashion brands are rolling out!
1. Fashion Feed
Vogue World 2024 in Paris combined sports and 1920s fashion at Place Vendôme for its third annual event.
Rick Owens' SS25 “Hollywood” show at Palais de Tokyo featured 10 looks with 200 Paris fashion students and professors.
Snap Inc. has unveiled Garment Transfer 2.0 in Lens Studio 5 for real-time AR try-ons of shirts, coats, and hoodies with enhanced realism.
OTW by Vans Checkered Future event at Paris Fashion Week showcased skateboarding, art, and music with DJ performances.
Schiaparelli's FW24 show, led by Daniel Roseberry, dazzled with stars like Doja Cat and Kylie Jenner in the front row.
Adidas and Rocket League launch a three-week Festival of Football, featuring new in-game skins and weekly challenges.
Skims partners with Team USA again, expanding its line to include men's, swim, and adaptive wear, celebrated by Olympian endorsements.
A$AP Rocky debuted his “AMERICAN SABOTAGE” collection at Paris Fashion Week, blending fashion with bold political statements.
2. DKNY Roblox Experience Built With Dubit
As I dive deeper into digital fashion research, I keep rediscovering how influential Roblox is.
It happens effortlessly, whether I'm scrolling through TikTok or seeing Instagram comments that originate from Roblox games.
Recently, while playing “Fashion Famous” on Roblox, I stumbled upon the DKNY and Dubit pop-up store by accident.
I tried on some DKNY items and joined a runway competition.
The highlight for me was a free giveaway event. It created an army of players wearing DKNY merchandise throughout Roblox.
The whole experience felt natural to me. The DKNY brand left a big impact on my memory. It made me realize that Roblox's influence on Gen Alpha culture, values, and interests is enormous.
So, I want to share my learnings on why this DKNY and Dubit experience was so successful.
Instead of a long, hard-to-remember article, I'll keep it simple with a clear and impactful infographic👇
3. Collab Corner
Nike ✖ Hyperice
Nike and Hyperice, a health tech company, have teamed up to create wearable technology for athletes.
Nike brings its footwear and apparel expertise, while Hyperice brings its recovery tech skills.
Their collaboration includes the Nike x Hyperice boots and vest:
Nike x Hyperice Boots: These boots provide heat and dynamic air compression massages for your feet and ankles. They use a dual-air system and heating elements to help improve your movement, performance, and recovery.
Nike x Hyperice Vest: This vest offers instant heating and cooling without needing ice or liquid. It helps you control your body temperature precisely during warm-ups and cool-downs.
Nike and Hyperice will release these products soon, aiming to improve how athletes train and recover.
Versace ✖ Snap Inc.
Versace and Snap Inc. teamed up to create an AR lens and Bitmoji collections to celebrate the Mercury sneaker release. You can find this collaboration on the Versace Snapchat account.
Here's what's included:
The AR lens lets Snapchat users virtually try on the sneakers in two colors and see them in 3D.
Users can also dress up their Bitmoji with the Mercury sneakers and 12 other Versace pieces.
The sneakers cost 350 tokens, and the whole collection ranges from 100 to 1,100 tokens in Snapchat's Token Shop.
This collaboration is a great way to connect with young social media users and let them enjoy the brand in a fun way.
Luxury fashion can be experienced anywhere. Users can dress their avatars or virtually try on items to see how they look.
It also gets people curious about the real-life collection.
Choice LGBTQIA+ ✖ MONOxID
A decentralized community Choice LGBTQIA+ partnered with AI creator MONOxID to host the SAKURA BOMBER Open Call for Global Digital Pride Japan.
Creators and designers submitted works on the theme "Cropped black bomber jacket with cherry blossom embroidery."
Submissions could be physical pieces or digital artworks, including 2D and 3D formats.
Winners' designs are minted as NFTs, displayed in a Global Digital Pride metaverse gallery, and featured on UNION AVATARS's marketplace.
Recently, they’ve announced the open call results on LinkedIn: 8 winners in total, with 5 in "AI Images" and 3 in "3D Virtual Fashion."
This collaboration stood out by giving artists and designers a chance to share their unique perspectives on one fashion theme. It led to a vibrant showcase of creativity, making each work shine.
Many digital artists took part in this open call, which sparked considerable interest among the community.
Ottolinger ✖ aespa ✖ SUCUK & BRATWURST
Ottolinger and K-pop group aespa are teaming up for a special drop.
In a teaser video made with the creative studio SUCUK & BRATWURST, aespa's virtual avatars are shown wearing the new items.
This project mixes digital and futuristic Y3K styles, perfect for fans and young fashion lovers who enjoy both digital and real-world fashion.
Since the announcement, the collaboration has received a lot of attention on Instagram—the teaser video got 3.8M views and 317K likes in just three days.
4. The Spotlight
UEFA EURO 2024: Fashion Forward and Game On
UEFA EURO 2024 is in full swing, capturing the attention of football fans everywhere.
Fashion brands and digital games are also joining the Euro 2024 trend. This blend of sports, fashion, and digital elements is creating a unique and exciting experience.
Let's explore some highlights of this year's UEFA EURO 2024.👇
a. The Home of Adidas Football
This year at Euro 2024 in Germany, Adidas is the official supplier and they’re hosting some iconic events as you'd expect.
Adidas has set up an open-air pop-up event in front of the Reichstag in Berlin.
Here’s what visitors can enjoy at the pop-up:
Watch matches in a 3000m² stadium with live public viewing of UEFA EURO 2024.
Explore the Euro Exhibition and see memorabilia from past football tournaments.
Customize jerseys and enjoy make-up and hairstyling at Adistudio. Visitors can even get a new tattoo or tooth jewelry.
In the EA Gamebox, e-sports fans can play, stream, and dive into a digital football world.
Adidas has also made headlines by unveiling the Official Match Ball of UEFA EURO 2024, called FUSSBALLLIEBE. They have introduced new performance kits for seven major teams: Belgium, Germany, Hungary, Italy, Scotland, Spain, and Wales.
On TikTok, reviews of Adidas' Euro 2024 kits and jersey styling tips are going viral.
b. Game On: UEFA EURO 2024 Goes Digital
UEFA EURO 2024 is embracing digital integration in a big way, incorporating the tournament into popular games like Fortnite and Roblox.
Fortnite
UEFA has launched the UEFA EURO 2024 Festival Island—EUROballer Battle in collaboration with metaverse studio Dubit.
Here's what users can experience:
Compete in the Arena in the action-packed EUROballer Battle.
Power Up to beat the competition, collect and bank footballs in the goals.
Compete to be number one on the podium.
Explore the festival hub and play mini-games like Beat-the-Keeper, Swing, and Uppy.
Roblox
UEFA has partnered with Toikido to create UEFA EURO 2024 Football Island in the popular Roblox game, Piñata Smashlings. This event runs from May 15 to July 14.
Here’s what players can enjoy:
An immersive stadium experience with football-themed games, piñatas, and treasures.
Live Euro match scores displayed on in-game digital screens.
Opportunities to earn in-game currency and level up.
Exclusive digital rewards, including a unique Albärt Smashling, for fans who purchase the official Albärt plush.
The in-game fan zone provides a space for players to celebrate their favorite teams and tournament moments.
c. Star Players, Star Styles
Many major fashion brands have unveiled campaigns with famous football players even before the opening match of Euro 2024. Outfits of stylish footballers like Jude Bellingham have become hot topics. Collaborations with well-known sports stars can greatly boost brand exposure and generate buzz among the public.
Notably, brands such as Burberry, Hugo Boss, and Marks & Spencer have launched campaigns.
Burberry: Released a campaign video featuring English footballers Phil Foden and Eberechi Eze.
Hugo Boss: Revealed its Boss Bottled Triumph Elixir perfume campaign with Phil Foden, Eduardo Camavinga, and Kai Havertz.
Marks & Spencer: They launched a campaign with Marcus Rashford for their FA England menswear collection. Rashford, along with Connor Gallagher, Aaron Ramsdale, and other members of the UK national teams, showcased the new "sports casual" style that the official England team will wear during the Euros.
5. #TrendingNow
Over the past few weeks, Charli XCX has turned Instagram feeds "brat" green. Have you noticed it too?
Singer-songwriter Charli XCX's new album, "Brat," features a neon green cover that's simple yet catchy, withslightly out-of-focus text. It's the perfect mix for sparking fun memes.
She's using this theme to promote her album brilliantly.
People are getting creative on social media, making their own 'brat' profile pictures against a neon green backdrop with black text. They're also dressing up in green and sharing quirky, meme-worthy phrases. Charli even made a website where you can create your 'brat' album cover by just typing in some text.
What's really cool is seeing all the different ways people are embracing this trend.
From fashion and accessories to digital art and even food and cars, everyone's adding their own spin.
Such an interesting read! Totally agree that Roblox is playing a huge part in the digital fashion landscape at the moment.
Which team are you supporting in the Euros?