Chimi unveils new collaboration with star footballer Paul Pogba set to “spark conversation”

Named the most expensive player ever in 2016 and hailed the best midfielder in the world, French footballer Paul Pogba has faced turbulent times in recent months. He is facing a four-year suspension after a failed anti-doping test. Pogba denied all accusations and has appealed against the ruling in the Court of Arbitration for Sport (CAS), leaving him in a state of anticipation.

None of this has stopped Stockholm-based brand Chimi from tapping the 31-year-old on-field talent for its latest collaboration, fittingly titled ‘Anticipation’. “As a brand, we represent characters of all kinds. This includes people on a journey to reclaim their narrative,” says Charlie Lindström, the brand’s co-founder and creative director.

It’s a partnership that has been years in the making, with the mutual admiration between Pogba and Chimi’s Lindström pre-dating the collaboration. “Paul had been wearing Chimi long before we came into contact,” Lindström explains, adding that he had noticed the footballer throughout his career not only due to his “record-breaking performance” but also the way Pogba would bring “a dash of self-expression to the football field,” Lindström says. “He’s a genuine eccentric. We love that.”

The ‘Anticipation’ capsule collection is inspired by Pogba’s current state-of-mind as he awaits life-changing verdicts, honouring the journey of life; the highs and lows, victories and setbacks. The accompanying campaign brings this sentiment to life, rooted in the feeling of moving between darkness and light, gloom and joy, failure and success – and a readiness to experience whatever is next. “It embodies how everyone’s lives will put them through highs and lows, and few people represent that better than Paul,” Lindstrom says. The campaign also features the only filmed first-hand account from Pogba about the ruling which took place earlier this year.

According to Pogba, working with the Chimi team on the capsule has been an outlet he appreciates. “While I’m currently laser-focused on my ongoing off-field challenges, getting this opportunity to keep my mind busy and express myself creatively has been a welcome addition to my current day-to-day,” Pogba remarks.

The dramatic roll-out of recent events hasn’t marred Pogba’s demeanour, with Lindström recalling his unmissable humility throughout the collaboration process. “A core memory that will stick with me is how he ended up standing first in line during lunch at the shoot, after having been in front of the camera for four hours straight. When he noticed that he was first in line, he walked to the back of the line and said to the team, ‘You have worked harder than me; you go first’,” Lindström recounts. “I imagine that’s quite unusual for someone who broke the record as the highest-paid transfer by an English club not that long ago.”

Made from bio-based plastic with nylon lenses, ‘Anticipation’ takes inspiration from Pogba’s expressive style, with metal trims nodding to his signature hairstyles. Performance was also a crucial consideration; as Lindström says, “It was important for us to stay true to the context in which Paul may use the sunglasses.” Therefore, Chimi teamed up with Arkema, a leading global supplier of speciality materials, to enhance the performance purposes of the eyewear.

Launching tomorrow, Lindström acknowledges that ‘Anticipation’ is tapping into a controversial arena. “Fashion and sports are divisive areas to begin with, and their respective communities are passionate and opinionated,” he says. “No doubt this collaboration will engage followers of both. We want this campaign to spark conversation.”

The ‘Anticipation’ capsule collection is available in a limited-edition quantity exclusively via CHIMI’s website: chimi-online.com.