From PSG shirts on the of the Paris fashion week's catwalks to custom football boots - from the past (Kim Jones) and the future (Virgil Abloh) creative director of Louis Vuitton - to jersey culture, the streetwear fashion is overtaking the football world. Nike - more than adidas - is pushing on the football-fashion concept: mixing streetwear style with football apparel. This setting was pretty clear in the shirts presentation photos for the World Cup 2018 presented by Swoosh during the last week.

Nike Football goes streetwear The streetwear aesthetic dominated the Nike's jerseys presentations for Russia 2018 | Image 2
Nike Football goes streetwear The streetwear aesthetic dominated the Nike's jerseys presentations for Russia 2018 | Image 0

As noted by the designer Angelo Trofa on Instagram, the presentation photos in Nike's press releases is deeply inspired and influenced by the streetwear aesthetics. Unlike the previous years, in which the shirt presentation were more basics with just photos and press conferences, this year's pics confirm how Nike's aesthetic is getting inspiration from the fashion world. For instance, in the presentations of the shirt of Saudi Arabia and South Korea, tartan and Prince of Wales fantasies stand out, a trend that has returned to the catwalk in the last year.

Nike Football goes streetwear The streetwear aesthetic dominated the Nike's jerseys presentations for Russia 2018 | Image 3
Nike Football goes streetwear The streetwear aesthetic dominated the Nike's jerseys presentations for Russia 2018 | Image 1
Nike Football goes streetwear The streetwear aesthetic dominated the Nike's jerseys presentations for Russia 2018 | Image 4
Nike Football goes streetwear The streetwear aesthetic dominated the Nike's jerseys presentations for Russia 2018 | Image 6

The most interesting details of the styling of Croatia and Portugal - styled by Valeria Semushina - are gold chains and jewels, while the style is purely streetwear with overalls and white sneakers.

Nike Football goes streetwear The streetwear aesthetic dominated the Nike's jerseys presentations for Russia 2018 | Image 2
Nike Football goes streetwear The streetwear aesthetic dominated the Nike's jerseys presentations for Russia 2018 | Image 1

Among all the collections complementary to the shirts, the most appreciated was definitely "For Naija" of the Nigerian national team: a mix of urban jungle aesthetics and streetwear that has met with a resounding success with the public.

 

Nike Football goes streetwear The streetwear aesthetic dominated the Nike's jerseys presentations for Russia 2018 | Image 1
Nike Football goes streetwear The streetwear aesthetic dominated the Nike's jerseys presentations for Russia 2018 | Image 0

Another interesting detail of Nike's photographs is the choice of locations. To narrate the new generation of French talent, Nike has chosen the context of the grey cement of a hypothetical Paris' Banlieue. For Poland instead, there is a white post-Soviet tower to be the background, while the location of the shooting of Croatia is an interior that is only characterized by the golden fabric grandpa armchair.

Nike Football goes streetwear The streetwear aesthetic dominated the Nike's jerseys presentations for Russia 2018 | Image 2
Nike Football goes streetwear The streetwear aesthetic dominated the Nike's jerseys presentations for Russia 2018 | Image 0
Nike Football goes streetwear The streetwear aesthetic dominated the Nike's jerseys presentations for Russia 2018 | Image 5
Nike Football goes streetwear The streetwear aesthetic dominated the Nike's jerseys presentations for Russia 2018 | Image 7