As considered one of the few sports that many countries have a near-constant interest in, soccer is prized by each athletic and fashion brands alike.

The Italian street-style specialist Slam Jam is the newest to secure its ties through a recent partnership with the soccer-rooted Umbro lifestyle brand for North America and choose European markets. That is familiar ground for the 2 brands, which collaborated for the past two seasons within the Italian market.

As the newest partner to link up with Umbro, Slam Jam designs won’t be found on the playing field. The corporate is Umbro’s official licensee for the T0 and T1 lifestyle segment. The multiyear partnership includes the launch of a 30-piece collaborative collection that can be sold in select stores.

The athletic-focused Umbro has a soccer heritage dating back to 1924. By the ’50s, Umbro had teamed up with leading sports authorities to create performance-oriented garments. While top-notch players like Lionel Messi, Cristiano Ronaldo and Neymar rocketed the game into one other stratosphere, non-soccer fans are increasingly all for the soccer look. The brand new alliance between Slam Jam and Umbro goals to tap into that.

Slam Jam has at all times taken a street-inspired stance since its early days in 1989. This month, the worldwide collaboration debuts with the spring 2024 collection, which is being shown in Slam Jam’s showrooms in Milan and Paris. The U.S. market offers sales opportunity, considering about 25 percent of sports fans in America — 83 million people — show an interest in soccer, in comparison with the international average of 40 percent, based on a Sports Innovation Lab report released earlier this 12 months.

Umbro has been stretching more into non-athletic hook-ups as of late, including a Charles Jeffrey Loverboy shoe one and a Recent Order shirt tie-up. Earlier this spring, the corporate debuted an upcycling campaign with Nova Norgaard.

Unveiling the take care of Umbro, Slam Jam founder Luca Benini noted that brand’s relevance “across multiple generations of football enthusiasts and beyond,” adding that each parties share values, in addition to “a robust passion for the sport and commitment to the people.”