Football and Fashion Joins Forces to Set the Stage for Jamaican Culture

It’s finally time to tap into the vibrant spirit of Jamaican culture as an exciting new partnership between the Jamaican Football Federation, Adidas and designer Wales Bonner gives Jamaican culture the respect it deserves in football. A perfect symbol of cultural fluidity.

Jamaica has always been regarded as one of the world’s greatest cultural powerhouses. The Caribbean diaspora has undergone improper representation in our mainstream society. Jamaican football is no different.  A subculture pigeonholed and placed to the side is finally making a comeback. 

Both fashion and football communities have massive platforms that can create awareness and spark conversation. The Jamaican football partnership “honours the past, present and future of Jamaican football, aiming to ensure its continuity long into the future.”

With Jamaica’s Reggae Girlz qualifying for the Women’s World Cup, this newfound energy deserves a cultural moment to go alongside it. Inspired by Jamaican style and culture, the collection of pre-match jerseys features patterns found on traditional Fair Isle knitwear with Wales Bonners’ signature crochet texture, symbolising the designer’s own Jamaican heritage with every stitch. Inviting fans from different cultures, backgrounds, and generations into the celebration of the Jamaican football community.

Influential figures with Jamaican backgrounds all come together to celebrate one of the biggest cultural moments in football this year. The campaign also features cultural icons such as Kano, Nia Archives, and no other than Reggae Gurlz for the kit’s launch. 

Name a better selection of talent representing this campaign than half Jamaican jungle artist Nia Archives and UK series “Top Boy” star Kano, who have both consistently taken inspiration from and strongly advocated for their Jamaican heritage.

Heavily influenced by Jamaican music, such as Reggae and hip-hop growing up, Nia Archives has always channelled this in the music she creates. She expresses that in Caribbean culture, everyone has a sound system in their house and that music represents them as people. 

Kano regularly emphasises his desire to celebrate Jamaica’s influence on the world; as now a co-founder of the Caribbean white rum Duppy White, Kano brings to life the memories, smells and flavours that reflect his Jamaican roots, as well as starring in short film titled ‘A Blessed Place’, where he invites us into a personal and intimate story of what Jamaican culture truly means.

Additionally, Last weekend, Adidas also threw a launch party for the collection at Peckham, London, attended by influencers, musicians and creators like SHY ONE, Vandorta and Cam Portland.