Nivelcrack is a Seoul-based performance-wear brand, creative studio and football team with a passion for the global game. Their designs mix head-turning football fashion with street credibility, appealing to those who want to be noticed, both on and off the pitch. Their recent collections and partnerships have seen the Korean creatives team up with some of the football’s best known brands.
The recent streetwear and sportswear collaboration with Umbro dropped in July as a capsule collection of jerseys, tracksuits, hoodies, and accessories. The designs blend Nivelcrack’s graphic hexagon and black / grey colorway with Umbro’s signature double diamond patterns. To support the collection, Avery Dennison produced a number of core branding and external embellishments, and the collection launched at HEIGHTS; a pop-up concept store in Seoul.
Reebok Vector Clásico jersey
Inspired by Reebok’s classic 90’s Vector logo, the Vector Clásico jersey is a nostalgic nod to Reebok’s football heritage. The collaboration pays homage to the days when Reebok sponsored several prestigious football teams including Liverpool, Manchester City and Argentina. The jersey was displayed at Reebok’s REWIND FORWARD exhibition in Seoul, where the brand showcased classic pieces and new interpretations, with special mention given to Avery Dennison for providing the sleeve, crest and other embellishments on the jersey.
Sounds Good collection
Collaborating with Seoul music store Sounds Good, Nivelcrack launched their ‘Joga Bonito’ collection in July. Literally meaning ‘play beautifully’ in Portuguese, the collection draws on the improvisation and innovation of both Brazilian football and Jazz music. The range includes a limited number of collaborative products, including a special edition blue jersey with colorful crest design and Sounds Good sleeve branding. Launched at a Seoul pop-up store just ahead of the Copa America, the opening party featured Brazilian music DJs and free beer.
Team-mates with Red Star FC
Nivelcrack, which means ‘level of top footballer’ in Spanish, regularly collaborate with clubs and brands worldwide. Sharing a desire to stay authentic, they partnered with Red Star FC - one of the oldest and most iconic clubs in Paris. It’s an underground, romantic club with a history drenched in love, respect and humility. To add extra credibility, the collaborative Red Star FC kits feature sponsorship from Adidas and Vice, alongside a range of branding and embellishments produced by Avery Dennison. Not just about winning, Red Star stands for freedom, originality and natural credibility; beliefs we’re proud to support.
“Avery Dennison produced the kit’s signature crest with a metallic finish.”
New season, new style
With the new season on the horizon, Nivelcrack are gearing up to launch their new league kits. From designers to photographers, chefs to artists, their team is made up of ordinary people with an extraordinary love for the sport, and the style. As a supporter of their communal, collaborative ethos, we jumped at the chance to get involved. Avery Dennison produced the kit’s signature crest with a metallic finish. Because we share Nivelcrack’s vision to make football as accessible, creative and diverse as possible.
A glittering Korea
Already attracting attention from the likes of Hypebeast, FourFourTwo and Soccerbible, Nivelcrack is quickly becoming a football and fashion force. Their first flagship Seoul store opens in October 2019, stocking Nivelcrack products alongside a curated selection of other football brands, products and magazines. And it’s this creative approach, collaborative nature and cutting-edge styling that’s marking out Nivelcrack as a team with an exciting future.