Client
KNVB Men’s 2022 World Cup Collection
Service
Storytelling / Art Direction / Color Design / Apparel Graphics
#onsoranje
“The 2022 Dutch home kit is unapologetically orange as a nod to Dutch tradition while also using a fresh design language to emphasize the inclusive and internationally-minded mentality of innovators across Dutch sport and culture. A dancing swirl of Orange Peel and Laser Orange evokes the mane of a lion, the historic symbol of the Low Countries, and represents the fluidity of the Total Football tactical system. On the away kit, rich colors and textures continue to tell the story of culture and football constantly influencing each other in the Netherlands.” - Nike News
To everyone at Nike Global Football Apparel that was a part of this - muchas gracias.
I was fortunate enough to travel through Europe as a representative of Nike during a research and inspiration trip for the 2022 World Cup. Our team met with influencers, coaches, athletes, students, media outlets, creatives, and musicians. I spent some days in Amsterdam talking to influential members of the football and streetwear community, like the founders of Patta. The project manager for this collection, Ellery Esajas, is Dutch and was an invaluable resource during this exciting process.
For the home kit, our direction was to expand on the strength and diversity of the color orange, through the lens of Total Football and the Netherlands. I was inspired by the new breed of Dutch footballers that aren’t afraid to speak their mind and are comfortable with outwardly sharing their pride for themselves, their heritage, their country, and their success.
For the away kit, I was inspired by all the amazing Dutch apparel brands that have had such a significant impact on fashion and football culture worldwide. This kit is inspired by the Dutch national flag but with an edge. The curves and sharpness in the paneling of this jersey aligned itself beautifully to the direct and pragmatic way of Dutch communication. Popping the trims with red gave this kit that extra bit of intensity and passion.
For the prematch top I kept looking toward the Dutch creative community and their iconic playing style of Total Football which needs player to move fluidly throughout the grid of the pitch.
Nike Global Football apparel did an incredible job with the engineered knit on the training apparel. I continued the use of blue from the away kit, this time blending it in with a bit of the orange of the home kit.
The rest of the collection took cues from the kits but with a fresh approach using color and scale. The “NEDERLAND” home kit inner pride I created stood as the seasonal wordmark for the collection. I kept pushing the boundaries of the color orange in the more energy driven pieces, while balancing out the other styles with commercially wearable blues and blacks.