The Female Gaze in Football: Adidas & Al Nassar Reimagine Fanwear For Saudi Women

Let’s face it, while a cut-out jersey might be called a ‘women’s fit’, it’s anything but. It’s an afterthought in fabric form – a predictable formula of smaller sizes with a dash of pink.

Women have arguably had a long-standing issue with football merchandise, with the default move being to ‘pink and shrink’. In Saudi Arabia, the disconnect runs deeper, as modesty is a major aspect of their cultural expression. Yet, when it comes to sports apparel, it remains neglected.

Now, Adidas and the Al-Nassar Football Club are collaborating alongside Saudi Designer Nora Al Shaik to rewrite the narrative. Something that’s never been done before: modest fanwear tailored towards Saudi women. A concept that’s long overdue.

Instead of waiting for the industry to evolve, Al Shaik took the lead, creating the first-ever modest fan-wear for Al Nassar supporters. With that, Adidas is pulling its signature move: being the first in the industry to create cultural change. The brand, known for championing innovative sportswear, steps in to bring Al Shaik’s futuristic vision to life.

The collection is limited to 100 gift pieces for women at the Al Nassar stands. This move is a statement, one that shows that Adidas and Al Nassar know who’s in the audience and refuse to overlook them.

The design by Al Shaik is tailored to what the women of Saudi Arabia actually want: clothing that’s modest and deliberate. The dress features a humble silhouette with the Adidas and Al Nassar logos. It also includes subtle brand signifiers, such as the iconic Adidas stripes on the sleeves. Fashion-forward, with a quiet statement, a reflection of how the modern-day Saudi women are choosing to express their support.