The Bloke Core from Anar FC and adidas

Football jerseys are undergoing a profound evolution, leaving the field of play to become an all-round lifestyle item thanks to two very strong trends. The first is the Bloke Core, defined as such on TikTok by @brandonlhuntly and already cleared through customs for years in stadiums all over the world, where the football jersey is combined with boot cut jeans and low effort trainers for an only apparently casual effect. It is a trend that ANAR FC, a Chinese collective and an open and inclusive team with players from Shanghai, Xinjiang, Beijing, Hong Kong, Taiwan, Paris and London, wanted to decline in its own way, to coincide with the start of the major European championships. The entire shoot was made with home and away jerseys from the 22/23 season designed by adidas for Arsenal, Manchester United, Bayern, Real Madrid and Juventus. 15 different jerseys testifying to the extent to which football has definitively moved out of its sporting bubble and into other markets.

The second is the New Normality assumed by jerseys, by now a constant presence in every collection of both streetwear and fashion, running through brands and trademarks that a few years ago were extremely distant from the football aesthetic. We also saw this in one of Balenciaga's latest collections, where Georgian designer Demna Gvasalia created a shirt in collaboration with adidas, inspired by the one worn by Liverpool in the early 2000s. An encounter between the teams' fans and the brand's fanbase that generates an immediate synergy and curiosity across the board between those who cannot live without a football shirt to celebrate and those who know nothing about the most beautiful game in the world.