#23 Naomi Accardi
Naomi is a versatile editorial consultant and writer with expertise in brand marketing and visual communications. She specializes in exploring the social and cultural aspects of sports, especially football, and its impact on fashion and art. Naomi's work involves creating meaningful content that “highlights the stories of remarkable individuals, connecting them to brands and platforms worldwide”. She has demonstrated these skills as a PR coordinator for Carhartt and as a marketing manager for both Nike and Adidas.
First and foremost, where did your interest in football start?
“My father was a professional football player in the 80’s and 90’s, so I was essentially born into the game. Due to his career, we moved from city to city and sometimes even country until I was 7 years old, as consequence, my childhood was directly impacted and shaped by this sport. Moreover, our home was always full of other football players and personalities (my dad’s friends) which exposed me to diversity and global cultures and I have always been grateful for this.
When he quit playing, he became an agent, dealing with a lot of guys with a background similar to his (from poor neighborhoods/families) and I became really close to some of them. This opened my eyes in front of the transformative power of football. But it wasn’t until way later, as an adult, that I started studying how the game affects and moves society and began thinking about is as a tool to reconnect with my roots and social aggregation.”
What sparked the idea of starting the Things About series here on Substack?
“I needed a space to write the things publications wouldn’t pay or hire me to write and I was tired of using social media as my outlet. My boyfriend played a huge role in the making of this decision as he was the first person to bring Substack to my attention and encourage me to open my own editorial space.”
As your first job involved being a PR coordinator for Carhartt, a well-established brand, can you share your experience and the impact it had on your professional development?
“Well, it was my first real job in the field I then made my career for almost 10 years. At Carhartt WIP I learned the ropes of marketing and understood how things work in a brand, from production, distribution, PR, comms, marketing, logistics, design, etc. This is where I also learned what the apparel industry works and quickly realize it’s all about network and relationships. During my period at Carhartt, I started building my network and making a name for myself in the streetwear/sportswear industry.
My experience was great, it was an awesome company to work with and I made lifelong friends. It was also intense though, we worked many hours but it was fun. Carhartt was always one of my favorite brands so it was a blessing to be there at such an interesting time for streetwear (2013).”
You and Sam Herzog introduced "systemarosa," a platform reshaping the intersection of football and fashion with a female-centric perspective. Could you elaborate on how this platform came to be and how it manifests itself online?
“Personally, systemarosa is the perfect manifestation of the work I have been doing for years with Season Zine, mixed with my need to find new ways to build community and bring football and fashion together. As a whole, I have admired Sam’s football-infused style for a long time and she’s my reference point when it comes to football style. So it made sense for me to team up with her to create this platform. She has all the skills I lack and extensive experience in marketing, sales and product and has been playing football since childhood.
We use the word platform because we are a business with 3 legs and we space a lot in what we do. We are a vintage retailer focusing on non-league kits and archive designer brand pieces, a rentable archive of very rare football inspired garments and a consulting studio working at the intersection of football and fashion (brand strategy, creative direction and product development). We also plan on doing events, activations and other things alike to make football less intimidating for girls and people who have never had the chance to enjoy the game or simply did not care until recently.”
How do you navigate the differences between working for prominent brands like Nike and Adidas compared to smaller, perhaps less recognized brands in the industry?
“It’s all about budgets and freedom. At big corps you have lots of money and little freedom, at small companies you have lots of freedom but no money.”
Lastly, reflecting on your various projects, which one do you feel most aligns with your identity?
“Frankly… all of them. I always say my work is an extension of who I am. My personal projects are 100% in line with my personality and interests. My commissioned work is mostly to pay for my personal projects so it’s a lot of sacrifice for now, but I try to only take on work that aligns with my values.”