Read on FashionNetwork.comThe Africa Cup of Nations: Africa's Premier Sporting and Fashion Spectacle
The 2025 Africa Cup of Nations has transcended its role as a premier football tournament, emerging as a powerful platform for African fashion. National teams arrived in Morocco adorned in bespoke traditional attire designed by local artisans, while global brands like Puma, Adidas, and Daily Paper launched special collections celebrating African cultures. This fusion of sport and style is showcasing the continent's rich craftsmanship and design talent to a global audience, positioning the CAN as a cultural event of equal importance to its sporting one.
The Africa Cup of Nations (CAN) has long been celebrated as the continent's most prestigious football tournament, a biennial event that unites nations in sporting passion. However, the 2025 edition in Morocco has signaled a profound evolution. Beyond the goals and glory on the pitch, the tournament has blossomed into a vibrant showcase for African fashion, creativity, and cultural heritage. The arrival of national teams in stunning, custom-designed traditional attire has transformed the competition's opening ceremonies and media events into a de facto fashion week, highlighting the symbiotic relationship between sport and style.
A Red Carpet for Traditional Attire
The most striking visual narrative of CAN 2025 has been the deliberate move away from standard sportswear for official appearances. Teams have embraced their cultural identities through fashion, commissioning pieces that tell a story deeper than team colours. This shift places African craftsmanship directly in the international spotlight, leveraging the tournament's massive global viewership to celebrate sartorial heritage. The outfits are not mere costumes but statements of pride, intricately designed and rich with symbolic meaning.
Showcasing Continental Design Talent
The tournament has served as a launchpad for both established and emerging African designers. Côte d'Ivoire's Elephants made a powerful entrance wearing bespoke Kita cloth trench coats, meticulously embroidered with traditional Adinkra symbols in white and gold thread. This collection was created by Abidjan-based designer Elie Kuame, whose work exemplifies 'prêt-à-couture' and positions African fashion as luxury. Similarly, the Democratic Republic of Congo's outfits, featuring sculpted jackets with leopard motifs, were produced in the DRC by Paris-based designer Alvin Junior Mak of JmakxParis, emphasizing local artisan collaboration and sustainable practices.
Global Brands Celebrate African Culture
Recognizing the cultural and commercial significance of the event, international sportswear giants and fashion labels have actively engaged with the CAN's new aesthetic. These collaborations move beyond simple sponsorship, aiming to authentically honor African diasporas and artistic traditions. Brands are leveraging the tournament's platform to connect with global youth communities and celebrate shared heritage, creating collections that resonate both on and off the continent.
Strategic Collaborations and Collections
Adidas partnered with Arte Antwerp to release a collection in the colours of host nation Morocco, worn by players ahead of their opening match. Puma, as the official ball supplier, introduced the 'Itri' match ball featuring geometric motifs inspired by Moroccan zellige mosaic art. Furthermore, Puma's collaboration with Olympique de Marseille produced jerseys celebrating seven African diasporas in the city, linking European football culture directly to the participating nations. Meanwhile, the label Daily Paper collaborated with Moroccan artist Hassan Hajjaj on the 'Kech United' cultural programme in Marrakech, blending football with art, fashion, and music.
The Cultural Impact Beyond the Pitch
This fusion of football and fashion at the Africa Cup of Nations represents a significant cultural moment. It demonstrates how major sporting events can be leveraged to promote intangible cultural heritage, support creative industries, and shape continental narratives. The overwhelming positive reception on social media for these traditional outfits underscores a public desire for authentic representation and pride in African aesthetics. The CAN is no longer just a tournament; it is a holistic celebration of African excellence, where athletic prowess and artistic expression are given equal platform, redefining the event's legacy for future editions.
