Pitch to Pavement: How Arsenal and Aries Are Redefining Sportswear

Football and fashion have a long and complex relationship, but in recent years,

collaborations between football clubs and streetwear brands have entered a new phase. The

Arsenal x Aries collection is one of the latest examples of this progression, showcasing how

clubs are redefining themselves to resonate with broader cultural audiences. At first glance,

this collaboration might appear to be just another merchandise drop, yet it represents much

more. By teaming up with Aries, a London-based brand renowned for its countercultural

edge, Arsenal taps into the growing intersection of sportswear and streetwear. The result is

a collection that balances functionality with bold design – featuring funky prints, oversized

logos, and playful takes on the club’s iconic red.

The fusion between football and streetwear is rooted in their shared cultural impact. Football

has always been more than a sport; it’s a lifestyle for millions, influencing music, art, and

fashion, especially in regions where fandom shapes identity.

Streetwear, meanwhile, historically emerged from subcultures like skateboarding and hip-hop,

but has since evolved and grown into a global fashion phenomenon. Both worlds share

the ability to tell stories about belonging and identity. Football kits symbolise loyalty and

community, while streetwear celebrates individual expression and cultural narratives.

Collaborations like Arsenal x Aries bring these ideas together, offering products that attract

both fans and fashion enthusiasts.

From a business perspective, partnerships with streetwear brands allow football clubs to

diversify their appeal. Traditional football merchandise caters to fans who want to display

their allegiance in straightforward ways. However, for younger, fashion-conscious

consumers (like myself), the standard hoodie or scarf doesn’t always cut it. Arsenal’s

collaboration with Aries reflects a broader strategy to captivate these consumers by offering

something fresh. The collection celebrates Arsenal’s heritage with familiar colours and logos,

while at the same time transcending match-day apparel by featuring items like shirts,

earrings, and bomber jackets – not just the average hoodie.

This approach ensures that the consumer doesn’t need to be a die-hard fan in order to wear

a printed Arsenal x Aries trucker jacket – they might just enjoy the original design!

This strategy echoes the success of other clubs. Paris Saint-Germain’s partnership with

Jordan, for example, turned PSG into a globally recognised lifestyle brand. Similarly,

Juventus’ collaboration with Palace Skateboards in 2019 introduced the club to skate culture

and a new demographic. These partnerships reimagine what it means to represent a club,

moving beyond traditional fandom to connect with wider cultural spheres. This shift isn’t

solely about selling apparel but about rebranding and reshaping football’s cultural role. Clubs

like Arsenal are no longer just sports teams; they are influential global brands that are able

to shape trends and define aesthetics.

Streetwear collaborations are a natural extension of this evolution. The former’s influence on

contemporary fashion is undeniable, and its emphasis on storytelling and exclusivity aligns

well with football’s existing appeal. Limited-edition releases and high-profile campaigns

create excitement and a sense of scarcity, attracting both collectors and casual buyers.

However, this blend of football and fashion has its own critics. Some argue that such

collaborations commercialise a sport rooted in working-class communities, making it less

accessible to traditional fans. The price of collections like Arsenal x Aries can exclude long-

time supporters who lack the disposable income to engage with this new wave of fandom.

That said, these partnerships offer an opportunity to extend football’s cultural reach. By

connecting with new audiences through innovative designs, compelling narratives, or

streetwear’s appeal, clubs can expand their influence far beyond the pitch. This crossover, in

turn, introduces football into conversations about art, fashion, and culture, ensuring its

relevance in an increasingly interconnected world.

While not everyone might welcome this shift, it marks an exciting development in football’s

relationship with fashion. As the boundaries between sport and culture continue to blur,

collaborations like Arsenal x Aries are likely to become the norm, bringing fresh energy, and

attracting new audiences to the beautiful game.

Words by Mia Kilpatrick (she/her)