Unlikely football style icons Nigeria and kit-maker Nike have done it once again, coming through with the most coveted kit on the pitch at this summer's Women's World Cup, according to a study by Love the Sales.
Last year at the men's World Cup in Russia, Nigeria's kit sold out pretty much instantly, reselling for insane prices and getting nominated for fashion awards alongside the likes of Gucci and Burberry. Not wanting to mess with a classic, Nike has outfitted the Naija women in the same uniform, boasting that trippy neon green, black, and white chevron pattern.
According to Love the Sales' survey, since the design returned to the market ahead of the Women's World Cup, online searches for it have skyrocketed by 1,580 percent month on month.
This year, Nike has upped the ante in terms of serving the women's national teams it outfits, debuting a range of kits specific to women's teams in a bid to elevate the visibility of the women's game.
As Sarah Hannah, VP GM of Nike Women’s in Europe, the Middle East, and Africa, told Highsnobiety recently, “We’ve always designed specifically for him, but we haven’t always designed specifically for her, and it’s something that we will be doing more and more of. You’re going to see more and more of Nike looking at making sure that women, whatever sport they play, have the right product to play confidently in.”
In Nigeria's case, however, the brand clearly wanted to keep riding a wave that started last summer. And if the figures are anything go by, it appears the strategy is working.