Stine Goya links up with Umbro for an unapologetically feminine football-inspired capsule

Stine Goya isn’t strongly associated with sports, which is why the Danish brand’s latest collaboration is so deliciously unexpected. Teaming up with nostalgia-inducing athletics giant Umbro, Stine Goya imagines a football-inspired capsule with big '90s energy just in time for the UEFA Women's Euro this summer.

“My design approach has always been rooted in the arts, championing individuality and emotional expression through colour, print, and silhouette,” says Goya. “Collaborating with Umbro gave me the chance to explore a new language of design, one that connects sport with the creative subcultures it so often inspires. It felt like a meaningful intersection: to reframe traditional sportswear through a more expressive, inclusive lens while tapping into the energy that lives beyond the pitch.”

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Centred around the slogan “Good things shouldn’t take time”, the collection features track jackets and track pants, a striped football jersey and jersey dress, as well as a pleated skirt, all in a refreshing palette of olive green and burnt orange, butter yellow and the brand’s signature pale pink. “Everything we do at Stine Goya is about storytelling-using colour, movement, and form to reflect identity,” says Goya, noting that she’s especially proud of the placement of patches and trims – carefully considered elements to complete each piece. “This collection really channels that spirit. We took Umbro’s iconic silhouettes and infused them with our own visual language: expressive tailoring, joyful layering, unexpected textures, and bold palettes.”

Silhouettes, whilst still specifically athletic, are more relaxed, with gentle pleating in the jersey dress and skirt to create a feminine, distinctly Stine Goya silhouette. “They live equally well on the street, at a gig, or styled for everyday life,” says Goya. “That versatility speaks to the cultural crossover we were aiming for.”

Goya, meanwhile, isn’t the only Danish designer to celebrate women’s football this season; earlier this spring Rotate teamed up with Hummel to create fresh kits for the Danish National Women’s Football Team. Like Goya’s collab with Umbro, Rotate’s and Hummel’s capsule was steeped in '90s nostalgia.

As for that slogan, Goya describes it as a “protest and a call to action”. “For me, it speaks directly to the slow pace of progress in women’s sports and in many spaces where women have historically been sidelined,” she says. "The talent and passion have always been there. What’s lagging is the recognition, the visibility, and the infrastructure.” It’s a notion that speaks to Goya directly, who describes growing up in Denmark “surrounded by the energy” of football but not especially welcome in that space.

Now, however, Goya’s relationship with football has changed. "I’m not a player, but as a designer, a woman, and a mother, I’m incredibly inspired by what football represents today, particularly in the women’s game,” she says. “It’s political and powerful.”

To that end, Goya notes that her slogan, “Good things shouldn’t take time”, is, in fact, a cheeky way of saying that for women in football, the time is now. “Not just in football, but in all the arenas where women express strength, creativity, and identity,” Goya adds. "This collection celebrates that urgency. It’s about making space – and taking it – with confidence, joy, and power.”