AFCON 2025 Turns Team Arrivals Into A Runway For African Fashion

The 2025 Africa Cup of Nations in Morocco is doubling as a live runway for African designers, artisans, and streetwear labels. From embroidered kaftans to bespoke bogolans and diaspora‑inspired jerseys, national teams are using fashion to express identity, heritage, and pride on a global stage.

National teams as style ambassadors

Several squads have stepped out in full traditional looks instead of just technical kits, turning arrivals into red‑carpet moments. Nigeria’s Super Eagles appeared in embroidered green kaftans with matching hats, while Mali’s Eagles wore black and gold or blue and white bogolan ensembles, and Zimbabwe’s Warriors chose colourfully detailed suits that quickly went viral on social media.

The most talked‑about looks belong to Côte d’Ivoire, reigning 2024 African champions. Nicknamed the Elephants, the team arrived in Morocco wearing Kita‑cloth trench coats with Adinkra symbols in white and gold thread over crisp white shirts and trousers, a luxury “prêt‑à‑couture” design by Elie Kuame, an Ivorian‑Lebanese designer based in Abidjan since 2017.

Designers and artisans in the spotlight

Elie Kuame, whose brand launched in 2006, positions his collections as luxury pieces that celebrate the diversity of African fashion. By dressing Côte d’Ivoire’s players in richly symbolic Kita and Adinkra motifs originating from Akan heritage, he brings ancestral codes into a contemporary luxury context watched by millions.

Another key creative name emerging from this tournament is Alvin Junior Mak, designer of the Democratic Republic of Congo outfits. Born in the DRC and raised in Paris, he produced the team’s sculpted jackets in the DRC with local artisans, using the leopard motif associated with the squad and signing the pieces under JmakxParis, his sustainable ready‑to‑wear label.

Local brands dressing national pride

For Burkina Faso, the Étalons turned to domestic label Free Design for their official outfits. Designer Ahmed Ouedraogo created a white tunic with green and red stripes echoing the national flag, adding symbolic motifs on the collar and chest, and styling it with white trousers and a matching hat.

These choices channel more than aesthetics. By commissioning Burkinabé and Congolese designers and relying on local production, teams are using the tournament to support homegrown creative industries and showcase craftsmanship to international buyers, sponsors, and media.

Global brands plug into African creativity

Global fashion and sportswear companies are also using AFCON 2025 as a platform to deepen their links with African culture. Amsterdam‑based streetwear label Daily Paper is collaborating with Moroccan artist Hassan Hajjaj on the Kech United project in Marrakech, a cultural programme that blends football, art, fashion, and music during the tournament.

Through a series of flagship events, Daily Paper is highlighting its long‑standing connection to African heritage and global youth communities. The partnership with Hajjaj, known for his bold, pop‑art portraits and patterned installations, reinforces how football can be a bridge between diasporic street culture and contemporary African creativity.

Streetwear, sport, and diasporas

Belgian label Arte Antwerp and Adidas have teamed up on a special collection in the colours of Morocco’s Atlas Lions. Worn by two players before their opening match against the Comoros, the capsule includes a beige knitted jumper with green Adidas stripes and red logos, a red sweatshirt with white piping, multiple red, white or black tops with coordinated detailing, and a black leather jacket.

Meanwhile, Puma is making its presence felt on several levels. As official ball supplier, the brand created the Itri match ball, decorated with stars referencing Morocco and geometric patterns inspired by zellige, the country’s signature mosaic art. Puma has also released, in collaboration with Olympique de Marseille, a series of jerseys in the colours of seven African diasporas in the city, including communities with roots in Senegal, the Comoros, and Algeria, whose national teams are competing in the 2025 Africa Cup of Nations.

By linking product design to both host‑nation culture and diasporic identities, these collaborations show how modern football merchandising now moves far beyond replica kits. It taps into lifestyle, heritage, and the emotional ties fans hold to both their homelands and the cities where they live.