40 looks, tuk-tuks and Thai designers bring football culture to life beyond the pitch to launch Nike Goal-Dang
For one night, Song Wat didn’t just host football culture, it became it. Across its narrow streets, shopfronts and alleyways, Bangkok’s historic district transformed into a living catwalk, where football and streetstyle appeared in unexpected moments.
Just as the first ball drops at the global men’s football tournament today, 40 models scattered, almost inconspicuously, along the iconic street of Song Wat. Each model was fashioned in custom-made Nike football jersey looks that blurred the boundaries between sport, fashion and everyday city life in the bustling city of Bangkok.
An invited guestlist from Bangkok’s football and style communities was transported by tuk-tuk through the district for a 360-degree immersive catwalk. This all culminated in an epic finale, where the models came together as one collective for a guerilla-style catwalk down the street. An unannounced production that turned Song Wat into Nike open-air football culture runway.
At the center of this takeover is Nike Goal-Dang (ไนกี้ โกลดัง), a hyper-local cultural retail pop-up inspired by Nike Football’s “Rip the Script” movement and rooted in Thai culture. Across the world, “Rip the Script” celebrates a new generation rewriting the rules of football culture. In Bangkok, that movement takes on a distinct form—shaped by local craft, street energy and the creative spirit of Song Wat.
That spirit continues at Nike Goal-Dang, inspired by the neighborhood’s blend of heritage and modern creativity. Rather than a traditional retail environment, the experience unfolds as a living expression of football culture.
Local designers sit at the center of the pop-up, with Thai artists and designers reinterpreting football through their own lens. From IWANNABANGKOK© to Smile Club Thailand, O Thongchai, Teerapol Srisung and Ladderice, each collaborator brings a distinct perspective, transforming the symbols of football into expressions of Thai identity and craftsmanship.
Among the highlights is a piece by IWANNABANGKOK©, reimagining the Nike Mercurial Vapor into a custom dress worn by Thai-born global icon LISA in Nike’s “Rip the Script” film, bridging Bangkok’s creative community with the global stage.
Nike Goal-Dang on Song Wat is more than a destination and instead becomes a place where football leaves the pitch and lives in the streets, shaped by the people and communities who define it every day.
The space will play host a series of creative workshops that invite visitors to explore football culture through the lens of Thai design, craft and self-expression. Led by a diverse group of local creatives, the program highlights the work of Jirawat “Maan” Sriluansoi, creator of THAIPOGRAPHY, whose contemporary approach to Thai typography celebrates local identity through graphic design and visual storytelling; Ladderice, the Bangkok-based creative studio known for blending football culture with fashion and alternative printmaking through its signature Blueprint Cyanotype technique; and Teerapon Sisung, whose copper weaving practice transforms traditional craftsmanship into contemporary football-inspired creations. Together, the workshops offer visitors new ways to engage with football beyond the pitch while creating their own unique pieces inspired by the game.
