NAOMI ACCARDI: FOOTBALL & FASHION

Naomi Accardi is a versatile editorial consultant and writer, boasting a decade of expertise in visual communications and brand marketing. She holds a particular interest in the intersection of sports, particularly football, with fashion and art. Her primary objective is to assist brands and platforms in crafting and executing robust editorial strategies that deliver exceptional storytelling and immersive experiences to their audience.

While studying visual communications in the United States, Naomi toyed with the ambition of pursuing a career in fashion, possibly as a stylist. However, after graduating from college in 2013, she pivoted and secured a position at Carhartt WIP as a communications coordinator. In this role, she supported the head of global communications in executing marketing strategies.

Believing her future lay within the realm of clothing, Naomi continued to transition between companies, including stints at Nike and adidas. She found herself firmly positioned within the niche subcultures at the intersection of the fashion and football industries.

Although writing had always been a hobby for her, Naomi never anticipated its importance in her career. In 2014, she joined Mundial Magazine, contributing to their second issue dedicated to the Italia 1990 World Cup. Despite lacking prior professional publishing experience, she embarked on an exciting collaboration with the editorial team, generating fashion editorials.

During her tenure at Adidas, Naomi seized the opportunity to develop Beyond72, a space her creative agency assisted in promoting – where she organized workshops, exhibitions, and events to support the D3 creative community. Through this endeavor, she fulfilled her ambition to cultivate a new creative community in Dubai, leveraging the economic and media influence of the German brand in the Emirates.

Along her journey, Naomi collaborated with renowned publications, delving into football culture intersecting with subcultures such as fashion, music, and design. In 2018, she made the bold decision to leave her role as brand activation manager at adidas to immerse herself in soccer storytelling, exploring the niche where fiction embraces football fanatics.

Back then she started working as a freelance consultant at the intersection of football, and culture with a specific focus on sports narrative, collaborating with inter alia Mr Porter, Rivista 11, Dazed, C41 Magazine, Day Off Magazine, Greatest, Tomorrow Projects, Camper, Lack of Guidance, I-D, Palla Mag, Circle Zero Eight, and AC Momento.

G: “As a child of art, how difficult was it to gain credibility in people’s eyes? Was there any prejudice you were ever labeled as being recommended?”

N: “This is a good question and I can see why you are asking but quite frankly, I have been very lucky and the answer is no. Who my father is and my football career has been running in parallel. Sure, they are strictly intertwined but they are not walking the same path. For a long time, people didn’t even know my father was a former football player turned FIFA agent. If anything, it’s helped me gain credibility as people understand football has been part of my life forever. It’s funny because before I had to say ‘I am so and so’s daughter’, now my dad calls me when he meets people and they mention they met me before him. It’s like the roles were reversed. If before I used to have to ask my dad for tickets to games, now I can get better seats than him because I worked my way up to knowing the people who have access to issuing those. As I mentioned above, I would be a hypocrite to say my work has nothing to do with my dad, but I can confidently say the two things are related but not a product of the other”.

G: “What’s your relationship with Dad? Is he the one who got you into this sport?”

N: “My relationship with my dad has had its ups and downs, just like anybody else. He wasn’t really present when I was growing up as his job was demanding and kept him away from the house for days at a time. He provided for our family of course, but I would be lying if I said I spent a lot of time hanging out with him when I was little. My mom was the one who was always present and physically took care of me and my sister. I have a few vivid memories of my dad from childhood, but it’s not so many. I was 5 when he quit playing football so it’s what came after that affected me the most, however, our relationship now is stronger than ever. I wouldn’t say that he is the reason why I got interested in football, although it would be hypocritical to say that the two things – my dad and my work in football – aren’t correlated. Because of his football-induced absence, I grew up not really caring about the game. I played basketball and was an NBA fan. Football was on the fringes. Matter of fact, football was the reason why I didn’t have a great relationship with my father, I saw it as something that took him away from me. At the same time, football is also the reason why I have such a great relationship with him now. Because of my dad and his job, I got to travel the world from a young age and meet some incredible people. The whole ecosystem of growing up as the daughter of a (very sociable) football player has contributed to my getting interested in football, but it was a two-way street. In 2018, 3 years since I had started dabbling in the sport as a writer and creative strategist (shout out to Calum Gordon, Dan Sandison, and Mundial Magazine) I realized that football actually could serve as an opportunity to rekindle my relationship with my dad and also reconstruct his story, from when he was a child to when he had me. I always say football is the reason I exist. If it wasn’t for football, my father probably would have never left his crime-ridden neighborhoods of Palermo and met my mom, I would have not been born, traveled the world, or gotten to where I am today. In a way, I guess I could say yeah, he is the reason why I love this game…but as I explained before, I think it’s more layered than that”.

G: “What made you fall in love with football?”

N: “I fell in love with football because of the people it brought into my life. This is where I need to mention my brother Ibrahima Mbaye, whom I would have probably never met if it wasn’t for the game. When I use the term brother, it’s not just for endearment. He’s truly my brother. I saw him grow up as a teenager and we established a very strict bond. He’s the brother my parents never had as biologically we are only two sisters. Then, I need to mention Idrissa Camara as well. Another player and now an extremely close friend. These are two of the people who galvanized me the most, but there’s a plethora of others that deserve praise as well. Then, of course, the energy that you feel at the stadium is what keeps me going back. It’s a unique euphoria that can only be felt during a game, sitting amongst other people. It’s truly inebriating. I am very intrigued by human psychology and social interaction and I think the only other place where you can find such collective passion is the church”.

Your business partner and collaborator, Sam Herzog, boasts extensive experience across various sectors of the fashion industry. Her expertise encompasses branding, buying, merchandising, styling, creative direction, and social media management, among other areas. Following graduation, she embarked on the executive development program at Bloomingdale’s, further honing her skills and knowledge in the field.

After her stint in Marketing & PR at an architecture and design firm, Sam transitioned to the team at the emerging designer brand KARA, where she held the position of Director of Sales & Marketing. Additionally, Sam took on a role as an adjunct professor at Parson’s, teaching in their master’s program in Fashion Management focusing on Branding, Communications, and Leadership.

G: “How did you meet your partner Sam?”

N: “I met Sam through mutual friends when we were both working in the fashion industry. We were friends online for a while, then finally we went for dinner together during Milan Fashion Week a few years ago and the rest is history :)”.

It’s evident that Sam plays a crucial role in the success of Systemarosa. It’s fair to say that without Sam there wouldn’t’ be that: “First, she has consistently been a muse with her fantastic football-inspired outfits – ever before the idea for this project came around. Secondly, she owns all the skills I lack to make this business a business!”. Matter of fact, last but certainly not least, Sam and Naomi have embarked on another exciting venture: a clothing store and marketplace aimed at women. Inspired by a close friend from New York, they both envisioned an interdisciplinary platform where women could discover vintage garments. Established in 2023, more than just a multi-brand, Systemarosa is the celebration of football culture that has captured the hearts of millions of football enthusiast. Their shop serves as an archive for creatives, where Sam and Naomi have shattered expectations with the launch of their startup venture. They are poised to redefine the way we view the beautiful game, offering an authentic and carefully curated collection.

By transcending the boundaries of Bloke Core with a unique female-centric perspective, their aim is to establish an ecosystem where research, design, and community can flourish. Their approach emphasizes richness in material, colour palette, silhouette, and typography, diverging from the performance-focused, synthetic jerseys prevalent today.

Hence, Systemarosa emerges as a hybrid concept striving to innovate while preserving the essence of sportswear, enticing girls to engage with the game in a fresh perspective. However, Naomi’s vision extends beyond mere clothing. She provides creative conceptualization and direction for product development, alongside organizing community events aimed at fostering an inclusive atmosphere reminiscent of New York’s ambient.

New trends are emerging rapidly, with even non-soccer fans incorporating kits into their wardrobe. “Still, what really bothered us was that none of the vintage platforms catered to a female audience,” Naomi explained. This drove her to challenge stereotypes by focusing on the overlooked women’s demographic. The name Systemarosa pays homage to the football lexicon in Italian. ‘Systema’ refers to the famous WM formation, while “rosa” can be translated to ‘roster’, ‘rose’, or ‘pink’.

G: “Your partner and you carry out this project together, but how hard is it as women?”

N: “It’s not been hard at all. Again, maybe I am an outlier in this but I never faced restrictions because of my gender, or at least I never perceived it as so. I have been doing this type of work for a decade and initially, I was one of the few girls in the space, it was never an issue for me. If anything, it was an advantage because I had little competition. As far as Systemarosa is concerned, I have credibility in my field, Sam has credibility in hers, and we have faced nothing but great support so far”.

G: “Is football still very misogynistic? Have you experienced or heard of girls who have been victims of sexism?”

N: “I don’t know how to answer this question because I never felt like people sidelined me for my gender; I have a very different profile than most women though. My background supports my work, knowledge of the game, and the culture around it, plus I have never really dealt with ‘mainstream’ football institutions as my work sits at the intersection of the arts. It’s a more progressive space, you know. I believe that once you step on the other side—such as playing or doing technical work, so actual reporting of the professional game—then the experience has to be different. But personally, I never had this type of problem. The football industry has many issues. It’s racist, it’s homophobic, it’s misogynistic too. But which industry isn’t?”

As regards gender gap, in 2018 Naomi assumed the role of editor-at-large at SEASON Zine, a platform established in London in 2016 to challenge male-dominated football culture. This fashion narrative offers a unique perspective on the game from a women’s point of view.

The uprising of Bloke Core as the new norm in sports enthusiasm transcends gender boundaries. This English initiative seeks to empower female soccer while advocating for greater inclusivity. It collaborates with dynamic creative talents, fostering a community supported by an international network of passionate storytellers.

The magazine extends across print issues, original football-focused social media platforms, and a website, offering a groundbreaking lifestyle platform. It serves as a space for expressing and elevating one’s unique perspective on sports culture.

Naomi’s multidisciplinary approach merges photography, research, and writing as vehicles for fostering strong creative communities. Through her work, she addresses issues such as gender discrimination and rejection, striving to promote inclusivity and equality.

G: “Referring to either chauvinism or machismo what do you think about the Hermoso case?”

N: “As I said, I was never a victim of any such episodes. I can’t speak for others, I am sure there are plenty of instances where women were harassed. Surely, it’s harder to raise funds to help grassroots female organizations, especially if the players are older. To be honest, I didn’t follow Hermoso’s incident very closely so I do not have enough information to discuss it in depth or to formulate an idea. Obviously, it’s unacceptable behaviour and I hope the perpetrator will face true consequences. Female referees seem to be the ones suffering the most from the idea that football is not a game for women, but generally speaking, referees have the worst job on the pitch. Everybody insults them no matter how good or bad they are. It stings more when they are women because finally we are getting to a point where they are welcomed as officials by the institutions but fans have yet to have that mind shift”.

G: “What’s your ‘liaison’ with Italy?”

N: “Well, I am Italian born and raised. My parents are Italian and this is my country. I love my country, I think there’s no better place on earth. Even with all of its issues, I think we are lucky. It’s easy to get around, people are friendly, the food is amazing and the country has everything it needs to be a paradise on earth. This does not mean that it’s the perfect place. We all know about the problems affecting Italy, but I think one must embrace both the good and the bad. And if it’s possible, try to move the needle”.

Substack, an American online platform, offers tools for publishing, payment processing, analytics, and design to facilitate subscription-based newsletters. It’s remarkable that readers can access free content without paying. Naomi is a gifted columnist and avid football enthusiast with a deep appreciation for sports culture. Despite her passion, she once struggled to believe in herself as a writer.

Your newsletter ‘Things I Thought About’ is characterized by its lack of an editorial plan. This project mirrors the spontaneous flow of your thoughts, representing the real-life manifestation of your inner musings. In the past, Naomi freely shared her thoughts on social media. Opinions inherently carry subjectivity, and some may be blunt, prompting thought-provoking questions that both intrigue and concern.

Naomi delved into the importance of random dilemmas, pondering how modern complexities confound individuals amidst the gradual decline of mass culture. A message in a bottle cast into the sea, after years of hoping for commissioned opportunities, Naomi launched her own newsletter. It became a platform for sharing the thoughts that mainstream publications wouldn’t compensate her for, using this space to spotlight the arts.

G: “’Things I Though About’ helps raise awareness of some issues that remain taboo for many of us. What prompted you to launch your Substack?”

N: “I launched a Substack newsletter because I needed a space to write the things publications would never pay me to write. Plus, I had never committed to writing so consistently and I needed to make myself accountable for it. The platform provided the perfect tool for that. I have now put a pause on the project as I have too many things going on, but it may come back in the future under a new guise”.

G: “Have you always been open to talking about yourself?”

N: “I am a chatty person. I have always been an open book and I think transparency and honesty are key values in life. Writing is a crucial skill and it is 90% of my work, so it’s essential. As far as my personal life goes, I use it as a way to analyze my thoughts and dissect them to see if they make sense. I am good at talking but I am great at writing”.

Naomi founded RISERVE less than a year ago, aiming to democratize opportunities for creative talent in the global football community through a submission-based directory. Recognizing the narrowing gap between football and creativity, she expanded the scope of talent employed in fashion campaigns, art exhibitions, and sportswear labels.

You encourage individuals to join the directory list, appearing as a curated selection of talented individuals ready to contribute to the sports industry. RISERVE serves as a crowdsourced compendium of names and portfolios, meeting the demands of the creative industry for self-expression. It aids in connecting individuals with passionate minds who are eager to contribute to this narrative.

RISERVE, Naomi’s flourishing project, is just one facet of her most ambitious and expansive venture, NONSENSE Project. This threefold platform serves as her creative studio, providing a space where experimental ideas are nurtured within an interdisciplinary community of creatives, and where resources are transformed into reality.

Rolling out the next phase of Naomi’s commitment will mark another significant step in her incubator hub, and curated editorial platform – cannot wait to see that coming. NONSENSE Project specializes in storytelling, offering creative services that span design, editorial, and technology. Through these mediums, it brings ideas to life while documenting a vibrant network of creative minds.

G: “How important is writing in work and life? Does it have any therapeutic effect?”

N: “Writing most definitely has a therapeutic effect. When I am angry, I write and it really puts things into perspective”.

G: “You’re an Inter fan aren’t you? Who did you watch their last Champions League final with?”

N: “I watched the final with friends at a bar, I was the only ‘nerazzurra’. I used to discuss about Inter with my doorman every day. He is an avid Inter fan and I was able to strike up a friendship with him because of this and it’s been very nice. It’s a ritual I have developed over the years of living in the building”.

G: “What do you think of the team? Can they aim for the championship?”

N: “I haven’t been a good supporter this season, I haven’t watched many games for an array of reasons so I don’t feel qualified to answer this. I hope we win the championship, but I can’t predict the future nor do I feel confident in giving a fully-developed opinion”.

G: “Who knows? After all our motto is ‘Pazza Inter’, never say never”.