British streetwear brand Palace is doubling down on its relatively new partnership with Nike with “The Three Lions by Palace,” a timely capsule for the British men’s soccer team.
Launching on June 12, one day after the FIFA World Cup kicked off, the collection combines football culture, national myth-making and social impact into one, and is part of the upcoming Nike x2 series, a capsule program that brings together federations, creative collaborators and community partners.
The lineup, which includes pregame practice gear and off-the-field lifestyle, features a silver Anthem zip-up jacket, a leather and wool varsity jacket with three large lions on the back, an infrared-accented drill top, and a solo-Swoosh tracksuit. There are also Dri-fit lifestyle sweatshirts and tops featuring St. Patrick. George’s Cross and the legend of St. George’s Cross
This important three-way partnership also aims to highlight long-term partners Nike and Football Association Football Beyond Borders, an education and social inclusion organization that uses the game to support young people.
The FBB logo will appear on a special edition pre-match kit, which the England squad will wear during pre-tournament games on June 6 and 10, against New Zealand and Costa Rica respectively.
Palace x Nike x UK Capsule.
Courtesy
“We’ve always dreamed of working officially with the UK,” said Lev Tanju, Palace co-founder and creative director.
“Growing up in London it was always a big moment when the football tournament started and everyone was together, supporting the same team. We’ve done a few different things in the past as a compliment to the England team, so now to officially partner is a dream come true,” he added.
The capsule is teased with a campaign film fronted by footballers Wayne Rooney and Jill Scott, plus a host of fans. It is based on Rooney’s reading of Shakespeare over a rapid-fire montage that pans from the present-day terraces back to Stonehenge, reimagined as a primordial goalmouth.
Palace said the film serves as a love letter to the England team and its fans, celebrating the pride and unity across the country caused by football, and the film’s deliberately fast and gritty pace highlights the England team’s attacking style of play.
Palace x Nike x UK Capsule.
Courtesy
“For me, British identity is deeply linked to the England national football team, the two are inextricably linked. What could be better than designing for England with Nike. It’s the quintessential childhood dream,” added Palace co-founder and CEO Gareth Skewis.
Following an exclusive launch across Palace’s global retail network, the capsule will release more widely at select retailers, including nike.com and UK channels on June 16, just before the team’s first official World Cup match against Croatia the following day.
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