HAIM Nike soccer

Haim recently lent their effervescent monster jam “Forever” to a Target commercial, and now the sisters can be seen mean-mugging while wearing US Soccer’s World Cup uniforms in promotional photos for Nike soccer — those same stylish kits the Americans debuted while squandering a 2-0 lead in last night’s confounding exhibition against Mexico. But I digress. As Grantland points out, the Haim sisters’ father Mordechai used to play professional soccer in Israel before the RockinHaim family band’s heyday, so this isn’t an entirely shocking connection, but the photo’s quite striking anyhow. Now if only Omar Gonzalez could be as consistently awesome at defending as Este, Alana, and Danielle are at pop-rocking. Anyway, here’s that breezy beach-set Target commercial.

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Comments (12)
  1. boozm  |   Posted on Apr 3rd +8

    That is SO rock ‘n roll.

  2. I’m not the hugest HAIM fan, but I was telling my sibling whom I go to Coachella with who does like HAIM and will likely be at their set in a few weeks that there’d be no point in me watching them considering my favorite song of theirs has been ruined since that goddamn Target commercial airs every minute of the day.

    • Don’t do that. They are an awesome, repeat, *awesome* live band. Awesome enough that you very well may change your mind after seeing them play. I saw them at a smaller festival last year and they stole the show; they were up there with Atoms for Peace as the best sets of the weekend in my book. And like you, I wasn’t really sold on them before that.

      Unless there’s something you’re dying to see going on at the same time, check out Haim. Do it for me, underscore.

      • Truth be told, there isn’t a whole lot I want to see at Coachella at all this year, so I’m going to be forced into a lot of reluctant set-watching. Their only competition for me on the day they play I can feasibly seeing them conflict with is my #1 must-see act — and this is how sad this year’s lineup is to me — AFI.

        • Haha, that is a bit sad, although 18-year-old me would be pretty psyched on that. If that’s your #1 and it’s a conflict with Haim, go #1, man. But if Haim plays during a lull in the day for you, I would urge you to go see them over, say, getting a burrito and watching one of the tiny-print bands on a small stage.

  3. Haim is like 3 taylor daynes! I swear to god. Listen to tell it to my heart and then listen to Haim.

    • I agree. It’s funny that they always have this ROCK OUT attitude in all of their photos. Then you put on the album and it sounds like 80′s era Fleetwood Mac.

      BTW, our US soccer jerseys look like Russian flags. What’s up with that?

  4. I mean I feel like in some circles there’s a suggestion that this cooperation with things corporate violates the essence of the band, but I don’t think that bleak image really fits here. The potent, relatively understated feminism beneath the surface with HAIM really has lots to do with feeling empowered to not care and just have fun. I think the whole focus on the tension between “Lean In” culture and involved motherhood really misses out. Having the liberty to be CAREFREE is just as important as having the liberty to be successful. And I think both of these sponsorships really emphasize that carefree, confident element. The badassery of that USA soccer promo is just like off the charts. So yeah. I just think this stuff is pretty cool, in a low-key, exciting way.

    • I’m not even sure why the question of whether we should should raise an eyebrow to it should be brought up at all. HAIM is a major label band and they’ve never been anything otherwise, even in their pre-HAIM days when two of its members were in that girl group. When the Target ad came out, my friend texted me about it, and I was a bit confused that she was surprised by it, because they aren’t an “indie” band at all. They make music with commercial appeal and now they’re using it to sell things.

      I like your feminist angle, though. Patrick Stickles of Titus Andronicus hinted on Twitter the other day in a game of “guess the buzz band’s secret” that the “real” HAIM is actually very interested in addressing feminism in their music but suppresses their ideals at the request of their label’s direction.

  5. Haha yeah, as I was typing I was thinking to myself “why am I even talking about this?” I think I was just annoyed that I had seen that sentiment at all. Dunno if it’s even a popular thought though. I just saw a couple stupid facebook comments.

    Huh. That is pretty interesting. Really fits my perception of them. They’ve always seemed to me like they’re bristling with barely-contained, almost hedonistic (in a good way) energy. That’s actually a big part of the appeal, to me.

  6. That Target commercial song is HAIM?? Funny, I assumed it was Vampire Weekend-soundalike band #5…

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