The campaign features a mixiutre of globally established names and tastemakers, all of whom represent driving forces of cutlure and harbingers of style who have come to color the fabric of London with their varying modes of expression and unique perspectives. With characters this funky, its only fitting that the clothing follows suit - check out the editorial below.
Founded by Kenny Mac, whose son’s journey through the sport inspired the brand, American Football aims to unite any and everyone passionate about the game—players, fans, and families alike.
“American Football is deeply personal. It was born from the experience of watching my son, Axel, grow in the sport—from a three-year-old learning to kick a ball to a 13-year-old MLS Next goalkeeper competing at the highest youth levels. His journey gave me a front-row seat to the evolving culture of football in America—one that is thriving but still lacks the recognition and cultural resonance it deserves.
For years, I’ve built brands, shaped narratives, and connected communities through culture, fashion, and sport. But through Axel’s love for football, I saw an opportunity to create something that truly reflects the experience of the game in the U.S.—a brand that speaks to the players, fans, and families who live and breathe football every day.
The time for football in America is now” he said.
Fusing streetwear with traditional football aesthetics, their debut collection includes graphic tees and hoodies, with a following drop that will feature cut-and-sew pieces and football-centric essentials.
As existing fans well know, football culture goes beyond the game—it fosters community, celebrates heritage, and drives innovation. Though America still fails to embrace the cultural identity and the sports global influence, we are inching towards it slowly but surely. With the sport evolving rapidly in the U.S., American Football is at the forefront of bridging the gap between the sport’s rich history and its undeniable future in this country.
By combining Nanushka’s signature organic embroidery and stitched patchwork with ASICS’ advanced performance technology, the collection seamlessly blends innovation with a strong connection to the natural world, reminding us of the shared values of well-being, nature-driven exploration, and the joy found in movement
“Collaborating with ASICS for Nanushka’s first sneaker felt instinctive, given our shared emphasis on movement and design integrity. ASICS has always been my go-to for sneakers that prioritize movement, aligning perfectly with my personal design ethos. Organic forms in nature are a key source of inspiration, fueling both my creativity and personal sense of balance. This collaboration marks an exciting milestone for Nanushka as we step into a new decade and honor the brand’s 20th anniversary” Sandra Sándor, Founder and Creative Director of Nanushka remarked.
Athletic yet relaxed, the shoe comes in black and gray, featuring hand embroidered cross stitching overlaid onto the iconic ASICS side panel pattern with technical cord laces, silver hardwear, built-in neoprene socks, and an illustrative woven patch on the tongue.
As part of the design philosophy and the ASICS Sportstyle Crafts for Mind Project, a portion of the collaboration’s profits will be donated to Mind Over Mountains, a nonprofit that blends nature walks, mindfulness, and professional coaching to support mental health and well-being.
The Nanushka x ASICS collaboration will be exclusively available at Nanushka.com, Nanushka Flagship Stores in London and New York, and at Dover Street Market London starting 25th March.
