The line between streetwear, soccer, and pop culture is so blurred now that it’s hard to recognize when genuine fandom of the sport begins or when someone is wearing a jersey simply for its clout in the fashion world. This blur has never been more apparent than it was during Bleacher Report’s Hip-Hop x World Cup capsule collection. With the World Cup being the “talk of the town” at the time, the sports media company decided to bring together many of the industry’s top hip-hop artists to design a soccer jersey that best exemplifies their hometown.
21 Savage – Atlanta, Georgia
It’s this kind of hyper-local understanding of influencer and popular culture that allows for campaigns like this one to capture the attention of a large swath of fans across the sport and music spectrum. With this attention came sales. Within three days of launch, these $80 jerseys completely sold out. While total sales figures aren’t readily available, the pieces moved is rumored to be in the tens of thousands.
This awareness was heightened with the help of the influencers themselves. Posts by YBN Nahmir, 21 Savage, The Roots, and B/R itself accrued over 1 million likes ahead of the collections drop. However, what was arguably most important is that the influencer designed product, with help from Bleacher Report, was made specifically with streetwear culture in mind.
This campaign is worth studying for soccer brands that are hoping to grab the attention of fans and non-fans in their area. The use of influencers allows brands to reach potential consumers who they wouldn’t naturally reach otherwise. When considering a branded influencer campaign, it’s worth it to keep in mind that those who may not be associated with the product or brand can be the best avenue for allowing your campaign.
See below for the remaining designs of the Bleacher Report x World Cup jersey collab. Which is your favorite?
The Roots – Philadelphia, Pennsylvania
SmokePurpp – Miami, Florida
Vince Staples – Long Beach, California
Vic Mensa – Chicago, Illinois