São Paulo is not the imagined Brazil of beaches and bikinis – descending on the city at dawn, the view from the plane window is of soaring concrete city blocks emerging from tropical forest as far as you can see. It is, however, the home of Brazilian football, if not all football, and where Jordan Brand chose to strike for their second foray outside of basketball. Entering into a partnership with the CBF (the Brazilian Football Federation) and designing the Brazilian team’s away kit was a jump off into the heart of the cult of football.

“Joga Sinistro”, or “sinister game”, was the guiding force behind the design of both the new kit and accompanying streetwear collection - the knowledge that the Brazilian team are the most lethal in the world, even if they do it with their typical humour and flair. And incredible fashion sense, for anyone not so acquainted with on-pitch activity. Embodied at the launch event (held at the equally ominous Estadio Sinistro) by a huge black canary with the Jordan Brand Jumpman logo in its glowing red eye, it was an homage to the side of Brazilian football that plays with menace and fearlessness, and a little theatricality.

To thunderous drums, Ronaldinho came out on stage in the new collection, surrounded by dancers in the blue, black and yellow kit inspired by apex predators. If that wasn’t enough, Brazilian superstars Ludmilla and Thiago Veigh then emerged, causing the audience to lose their minds. There was something distinctly jaguar about the whole thing as the assembled crew prowled around the rapt crowds in their kit inspired by Brazil’s obsessive football, music, and street cultures, with invaluable input from local Brazilian talent and designers.

Below, Jordan Brand streetwear apparel designer Liv Bolung discusses the meeting of two sports titans, the joy of bringing the brand to Brazil, and what Brazil gave back to them. 

Hi Liv! Quite simply – why Brazil?

Liv Bolung: When we think of the words Brazil and Jordan, the one thing that came up in my mind was energy. It’s like the shared commitment to greatness and excellence. When we talk about commitment to performance, both for athletes and culture and creativity, that is where Jordan Brand comes in, and naturally, that’s also where Brazil comes in.

How does that translate into your design ethos?

Liv Bolung: I grew up across the world, and so this is beyond my wildest dreams. To be able to be a small part of this is honouring and humbling to say the least.

[With the] anthem jacket, [it] actually serves as the story hub for the entire collection. The ball cut line that you is actually a cut line that’s becoming a hallmark for Jordan Brand. Those came from DNA, Michael Jordan’s tracksuit, so it’s something that’s distinct to the brand.

Which is crazy, because it looks so modern. 

Liv Bolung: I can tell you the secret of why we did what we did here; we actually mixed it with the DNA of Brazil. If you think of another iconic Jersey, as designers, we go back to the 2002 World Cup jersey, which represents all the amazingness and greatness of Brazil. 

Was it exciting to play with the colour scheme?

Liv Bolung: Absolutely. All of these pieces, every garment has both identity and DNA coming together. If we’re thinking about the diamond short, this is something that is so iconic. But we’re using a colour palette that’s never been done before in this show, which is truly true Brazil, and having the beautiful logo there too. 

Do you have a favourite piece?

Liv Bolung: I would say, leading up to this, the anthem jacket was probably my favourite. But yesterday, when we saw Ronaldinho wearing the goalie jersey, that is probably now my number one. It’s the fabrication we used. It’s like a goalie jersey, something legendary for football, but the fabrication that we used actually came from vintage basketball jerseys. It’s blurring those lines between sports. 

I’m sure a lot of the Dazed community would like to do your job one day – can you let us know something you love about it, and something people wouldn’t expect about the work you do? 

Liv Bolung: Honestly, this whole collection was really, truly inspired by the people of Brazil. It’s the fans of Brazil and how they wear their clothes day to day. So for me, it’s always being here, seeing everybody happy with the collection, seeing people actually living their day-to-day life with pride and energy, honestly, that’s the best part of being a designer. When you see it being worn on the fans or the consumer’s body. 

Did you get to do some good research trips? 

Liv Bolung: We have teammates who are native to Brazil working alongside us! And then during the early stages of the design, a few members of the team came here and really experienced everything from the food - I mean the food is insanely good here - to the music, the soulful streets, all of those aspects really went into inspiring this collection, or reflection, of Brazil.