DUBAI: At Al-Nassr FC’s latest home game in Riyadh, a group of Saudi women turned heads in custom modest fanwear created by Saudi designer Nora Al-Shaikh, offering a fresh spin on matchday style with a refined take on football fashion — a dress that blends modest silhouettes with subtle club signifiers in a way that feels contemporary and culturally grounded.
The piece was inspired, Al-Shaikh tells Arab News, by a realization formed in the stands.
“I was at one of the Al-Nassr games and noticed there were many women in the stands – passionate, engaged, and fully part of the atmosphere. Then I looked around and something really stood out to me: The men had fanwear jerseys, but the women didn’t,” she says.
“It wasn’t that women weren’t present — they were very much there — but there was no real consideration for how they might want to express that presence. Many were adapting what existed — layering, modifying, or compromising — but nothing felt intentionally designed for them. That’s when it clicked for me: the issue wasn’t participation, it was representation. Women were already part of the culture; the design just hadn’t caught up yet.”
The piece was inspired, Al-Shaikh tells Arab News, by a realization formed in the stands. (Supplied)
That gap became the starting point for a design rooted in aesthetic as well as lived experience.
“I know so many women who are passionate supporters — both within my circle and beyond,” Al-Shaikh says. “Having been in the stands myself, and seeing that gap firsthand, I felt a real pull to do something about it. It wasn’t just an idea, it felt like a responsibility to create something that reflects how these women show up, in a way that feels true to them and their support for the team.”
Rather than approach the project as a commercial venture, Al-Shaikh has opted to keep the dress non-retail for now, framing it instead as a statement of recognition.
“I felt so personally connected to the idea. The intention was to create something meaningful for these women that acknowledges their presence and honors their fandom. Where it goes from here is something I’m leaving open,” she says. “For now, it’s about starting a conversation and allowing it to take shape naturally.”
The design reflects a careful balance between club identity and the diversity of Saudi women’s style.
“The starting point for me was always the women themselves. I approached the design with the understanding that Saudi women aren’t a single, uniform group. There are different ways of dressing, different preferences, and different ways of expressing identity. From there, it was about creating something that feels natural to how they already show up, while still carrying a strong sense of team identity,” she says.
“I drew from Nassr’s jersey elements and color palette, reinterpreting them into a silhouette that feels more aligned with how I envisioned this piece; something that reflects the spirit of the game, but in a new and considered form.”
That approach extended to her visual references, which she describes as a blend of football heritage and contemporary Saudi fashion.
“It was really a balance of both — but always through the lens of the women I was designing for. I wasn’t looking to replicate traditional football jerseys, but to reinterpret them in a way that feels natural to how women already choose to dress.
The design reflects a careful balance between club identity and the diversity of Saudi women’s style. (Supplied)
“So, while the identity of the club was important — the colors, the sense of belonging, the energy of the stadium — the starting point was more rooted in contemporary Saudi fashion and everyday wear. It was about creating something that feels familiar and authentic, while still carrying that connection to the team.”
Al-Shaikh has partnered with Al-Nassr FC sponsor Adidas, a move she says was integral to realizing the project at scale.
“As soon as I recognized the gap, the next natural step was to find a sportswear partner that was closely connected to Al-Nassr and could help bring this vision to life. That’s what led me to Adidas. From the beginning, they were incredibly supportive of the idea. What stood out to me was how aligned they were with the intention behind it; they understood that this wasn’t about creating a product, but about making Saudi women fans feel supported and represented,” she says. “Having that kind of partnership made it possible to translate a very personal idea into something tangible, while also giving it the platform to be seen and understood more globally.”
The dress made its debut during a high-profile clash between Al-Nassr and Al-Ahli Saudi on Wednesday, April 29.
“It means so much to me that (women) finally have something they can wear that expresses their fandom. More than anything, it’s about seeing them feel represented in a space they already belong to. These are women who have always been part of the atmosphere, the energy, and the culture of the game, and now there’s something that reflects that,” Al-Shaikh says. “To witness that in such a visible moment, in a stadium filled with that energy, makes it very personal. It feels like a small but meaningful shift, where women are not just present but seen.”
Looking ahead, Al-Shaikh hopes global brands take note.
“Women are present, engaged, and deeply connected to the game, and that should be reflected in how they’re considered from the very beginning of the design process. It’s not about adapting existing products, but about creating with intention, based on how women actually show up and express themselves. There isn’t a single way of dressing or engaging with football, and that diversity should be acknowledged,” she says. “More than anything, it’s about listening, observing, and designing with that reality in mind.”
