Timeless elegance
Inspired by the esteemed legacy of footballing greatness
Nike Football | England
National Team Kit Collection
2018 World Cup
In carefully crafting this design, we immersed ourselves in the timeless elegance of the iconic 1966 England Kits. Our goal was to capture the essence of that historic era while infusing a modern touch. The home kit, presented in pristine white, pays tribute to simplicity and elegance, with precision honoring the St. George flag and the national football identity represented by the rose on international 'caps,' influenced by the esteemed legacy of footballing forefathers.
For the red change kit, we embarked on a humble tribute to the legendary 66 World Cup winners. Here, the St. George's cross subtly graces the chest as a graphic, skillfully blending modern speed and energy with two vibrant red tones. What makes this design truly distinctive is the bespoke name and number, an elegant face symbolizing the St. George's cross in dynamic motion. Crafted by mirroring the winding and turning motion of the English flag, this unique lettering style adorns both kits, becoming more than just letters on fabric.
The bespoke typeface transforms into a dynamic representation of the flag's movement, adding an extra layer of sophistication and originality to the overall aesthetic. It becomes a visual language that not only communicates the team's identity but also embodies the spirited essence of English football. Each element in this design is a deliberate choice, intertwining heritage with contemporary style to create kits that are not just sportswear but minimal yet expressive symbols of national pride and the enduring legacy of the beautiful game in England.
Narrative
Concept Ideation
Design Direction
Product Graphic Design
Typography Art Direction
Typography Design
Craig Ward
Key Partners:
Jason McDonald
Elliot Frack
Stephanie Vargas
Monika Folkse
Morgan Ritter
Many Others
Photography: Nike, England FA, Soccerbible
More information:
