H&M launches collaboration with footballer Zlatan Ibrahimovic

The ‘Selected by Zlatan’ collection dropped in stores worldwide on November 28

This week, fast fashion giant H&M launched its collaboration with former Manchester United striker Zlatan Ibrahimovic as part of its ‘Move’ activewear division.

The menswear collection includes oversized casual wear, as well as compression-inspired muscle-fit cycling shorts and mock neck tops.

The Swede, who has played for a host of top European clubs, called time on his career last summer.

Ibrahimovic said: “Through my collaboration with H&M Move, I’m able to make my favourite [activewear] accessible to everyone. These are pieces that deliver on both performance and style.”

Prices start at £8.99 with a brown, camo-style “sports t-shirt.” The most expensive items include a water-repellent backpack (£44.99) and an oversized hoodie, available in three colours (£37.99).

Fashion and football have increasingly overlapped in recent years, with brands at all price points collaborating with professional players.

Manchester City star Jack Grealish has previously endorsed fast fashion retailer Boo Hoo and currently acts as an ambassador to Italian luxury giant Gucci. According to the Daily Mail, Real Madrid sensation Jude Bellingham could be set to sign a multi-million-pound deal with French house Louis Vuitton.

Fashion journalist Odunayo Ojo, better known as Fashion Roadman online, said of Bellingham’s anticipated deal via Instagram: “Louis Vuitton is really investing in the next generation. I find it really interesting to find out where this fusion continues going with fashion and [sport].”

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Fashion management student Preawa Pradabsuk believes that collaborating with footballers is a way for brands to reach a younger audience.

“Being a footballer is one of the world’s most desirable careers,” says the 20-year-old. “Brands collaborating with professions such as football players attracts younger generations. It increases brand awareness in these generations.”

The ‘Selected by Zlatan’ collection is available to shop in-store and online now.

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