Why Nike Flipped the Swoosh on Soccer Jerseys

Nike is turning its famous Swoosh brand the wrong way up on football jerseys to have a good time with the upward push of girls’s soccer. Nike will characteristically use this variation in the 1/3 kits for both men’s and women’s teams in European and Latin American soccer golf equipment this season. Their new campaign, “Together We Rise,” highlights girls’ football’s growing popularity and fulfillment.

Nike will rotate the Swoosh logo upward from its usual position. This creative shift is a nod to the increasing prominence of women’s soccer on the global stage. Through this visual change, Nike wants to emphasize the importance and progress of the women’s game.

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Women’s soccer is indeed on the rise. Last year, attendance at games in the U.S. National Women’s Soccer League increased by 26%, showing strong growth and interest. Nike’s twist on soccer jerseys aims to celebrate and support this exciting development in the sport.

The “Together We Rise” kits feature double, overlaid Swoosh logos on the front. Positioned opposite the club crest, and rotated ninety degrees. This design choice symbolizes the rapid growth of the game. Additionally, the kits celebrate each club’s city with new color schemes and graphic symbols. For example, Manchester City has already updated its kit with a new font designed by Noel Gallagher, the lead singer of Oasis.

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Tottenham Hotspur’s kits are evergreen, inspired by the Seven Sisters district in London. Which was named for seven elm trees planted in a circle. The Pumas’ kit features purple, representing the jacaranda tree’s flowers in Mexico City. Chelsea and Liverpool’s kits include patterns corresponding to their respective cities’ punk scenes.

The Club América kit features detailed graphics inspired by female Aztec warriors. It includes elements such as jaguars, hummingbirds, and sunflowers, celebrating the rich cultural heritage of the club.

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In contrast, Corinthians from São Paulo, Brazil, opted for a classic look with traditional black-and-white stripes. This design choice symbolizes the unity of the club’s fans in their fight against racism. The kit also showcases the Portuguese phrase “Tamo Junto e Misturado,” meaning “We are Together and Mixed,” highlighting the club’s commitment to diversity.

The players’ names and numbers are presented in a unique font created by designer Giulia Fagundes. This font, inspired by the African diaspora, adds a distinctive touch to the kit while reflecting the club’s inclusive message.

Nike’s all-gender collection, developed in collaboration with clubs across Europe and Latin America, highlights the company’s belief in women and girls leading transformative change in sports. The collection reflects how they are reshaping the sport for future generations.

Nike’s use of altered logos to convey a broader message—such as celebrating the rise of women’s football—adds a rebellious, subversive twist to its branding. This tactic, similar to Coke’s use of broken brand guidelines to promote recycling, helps brands showcase their core values distinctively and memorably.