Music blaring from the turntables at an urban, warehouse club in Los Angeles, a guest list boasting media, music, fashion and sports stars and a runway replete with international models like LAFC midfielder Lee Nguyen.
Wait, what? Yep, not a typo, just the latest offering from Major League Soccer and adidas at the crossroads of music, fashion and soccer kits at a Thursday night event dubbed SEAMS.
Not your typical matchday look.
— Major League Soccer (@MLS) March 15, 2019
MLS and the league’s jersey sponsor adidas joined forces with four stylists — Sara Gourlay, Pierre Davis, Andrew Andrade and Corey T. Stokes — to “reinterpret the MLS jerseys of all 24 MLS clubs in their own unique style.” And the results were, well, unique.
MLS’ vice president of consumer products Rachel Leber described the thinking behind SEAMS as it relates to fans: ”MLS fans are different from any other league — millennial, multicultural and inclusive — and they continue to be an authentic representation of a new way to experience the world’s game — both in the way they express themselves through fashion in the stadium and in their everyday lives.”
And back to Nguyen, he took to the stage along with the other models presenting his own urban take on LAFC’s kit and even had teammates Mark-Anthony Kaye and Adama Diomande, as well as crosstown rival Efrain Alvarez of the LA Galaxy, on hand to cheer him up and down the runway.
It’s about time the beautiful game got more in touch with its fashionable side.