FIFA World Cup Champions | RE-INC
It's July 5th, 2015 at the BC Place, Vancouver. Fans extol the hustle of a 32-panel ball shuffling under the toes of FIFA World Cup finalists. Nearby wildfires blaze a haze-filled stadium, and the U.S. and Japan begin, neck and neck. Fifty-four minutes in, and a pass to Tobin Heath ends the game with U.S. victory. Euphoric in their score, they tie the record for most goals in World Cup history.
Exiting an arena of cheers, Christen Press, Megan Rapinoe, Meghan Klingenberg, and Tobin Heath reflect on a match well played. At the pinnacle of their sport, they celebrate in rally form, parading down the streets of New York and Los Angeles. Triumphant in their success, an impending inequity hovered the champions.
"Everybody was creating monetary value from our win — except for us, the people who put in the hard work. It didn't feel right, and it didn't feel fair," Klingenberg shares, "We started getting involved with the union, and we re-negotiated our collective bargaining agreement with U.S. soccer."
Managers, publicists and marketing teams once defined and constrained the cadre. But no longer. The four heroines unite once more in a tenacious pattern of teamwork; dueling opposition for greatness. With boldness, they resist societal limitations and thus, rɘ-inc was born.
"This is our vehicle to change the world, and come at things from a different perspective,” Rapinoe adds. “We want to challenge what it means to be an athlete, but also ask, what else are we? We want to get into fashion, and we're interested in challenging not only ourselves but also those who come on this journey with us."
Eventually, creating the purpose-led streetwear brand altered their status from 'resistance' to 'reimagining.' Espousing justice, creativity, and progress, rɘ-inc covets a status quo defiance. Fighters both on and off the field, they denounce the labels set upon them and channel the art of possibility.
"We're entrepreneurs," Press explains, "even though many would never position us that way. That's what we want to be, and that's what we are. We're positioning ourselves as creators and artists; it's been freeing, and it's been limitless."
Reinventing industry norms, Heath reveals, "The future of rɘ-inc in fashion is the idea of fluidity. The ability to not draw lines and not label people by how they look, or their size, but to be inclusive of all people; everybody belongs."
Press chimes in, "The truth about business, is that everyone just wants to be successful. So, if diversity and inclusivity are working, everyone's going to do it. Life is cyclical, and good energy is contagious. That's what we're trying to do — cultivate great energy with our business, and share it." Gleams of passion exude the four champs in conversation, or as Press defines it, "magic dust sprinkles" which encourage their perpetual positivity.
Heath, Klingenberg, Press, and Rapinoe launch rɘ-inc amid this year's World Cup. In nine French villes, they'll prove to be more than just athletes on the field as true patrons of equity. A fresh, and progressive take on the French motto, "liberté, égalité, fraternité," they sport "liberté égalité défendez;" the first of many designs to subsume greater intention.
For more information visit https://re-website.com