In schuh’s SS25 campaign ‘Together Hits Different’, professional footballer Jake Daniels and embroidery artist Nicole Chui have come together to celebrate their connection with football, self-expression and individuality. Featuring three pairs of influential game changers (including plus-size content creator Alessia Golfetto and disability activist Georgia Stannard as well as instrumentalist Geo Jordan and DJ Clara Rosa), schuh’s latest campaign is a celebration of the trailblazing voices enacting change in their communities. A tribute to the beauty of finding a sense of togetherness in our differences, each pair tells their story of identity, allyship and belonging.

Football adoration and a passion for community unite Daniels and Chui. Daniels, a Warrington Rylands forward currently on loan from hometown club Blackpool FC, made history when he came out as gay in May 2022. At just 17 years old, Daniels became the UK’s only openly gay professional footballer at the time. The last active male pro player in Britain who was open about being part of the LGBTQIA+ community was Justin Fashanu in 1990.

Chui, a SEASON zine OG, is a London-based artist marrying her artistic skill with her affection for football, bringing bold strokes of thread to pre-existing jerseys. In co-founding Baesianz FC three years ago, the Hong Kong-raised amateur baller has built a safe community space for women, trans, and non-binary people of Asian heritage.

While Daniels and Chui have experienced the game differently, football has been a catalyst for their pursuits. The beautiful game led to them meeting and unlocking a deeper understanding of each other. “The misconception about art and being an athlete is that you can do it alone and that's pretty much not true,” shares Chui. "The theme of finding togetherness and similarities is what will be better for yourself, but also the future if you want to have a sustainable community.”

Nicole Chui (left) and Jake Daniels (right) for schuh

ON THE LACK OF REPRESENTATION IN FOOTBALL GROWING UP

Nicole Chui: “I started playing aged seven or eight as an after-school activity because I enjoyed running around on the field, kicking the ball, and being aggressive. I stopped playing football when I was around 16 to focus on academia. Growing up in Hong Kong, there was no professional women's football available so if you played, it was more of a hobby. I started playing again when I moved to London as an adult.”

Jake Daniels: “Growing up, it never twigged in my mind that there weren't any gay football players who were actively out and still playing. I think because I wasn’t fully accepting myself growing up, I never thought about that connection with football.”

ON ROLE MODELS

NC: “I've always loved [retired American goalkeeper] Hope Solo, despite how scandalous she is.. She's a really loud character and I like the way that she carries herself on the pitch. I'm really inspired by someone who isn't afraid of being themselves and is very much a strong presence.

“In the creative world, I love artists like Yayoi Kusaman and Sonia Delaunay or illustrators like Hattie Stewart. I love using embroidery thread and bright colours to express an emotion. There are a lot of quick movements in my stitch work that show the pace I tend to work at, and also the fast-paced way that I like to play football.”

JD: “My main role model was always [Olympic diver] Tom Daly. His alternative Christmas speech from 2021 really opened my eyes and gave me goosebumps. Seeing him be so proud and happy made me feel so much courage and confidence that I could come out in a safe space and feel accepted.

“I love the term ‘role model’ and it’s nice to know that so many people see me as a role model. The years before coming out were difficult, so I totally understand how some young people will be feeling. I want to help as I’ve been in that exact position before.”

ON FINDING COMMON GROUND WITH EACH OTHER

NC: “The thing we have in common is that we're not afraid to express who we are in these fields. Even though sometimes it seems like you have to fit a certain mould, you don't and there's always space to carve your own path.”

JD: “Meeting and learning about Nicole was amazing. Learning about her heritage and being born in Hong Kong was super inspiring, and bonding over how she connects that with football was beautiful. Her creativity is so influential and being the co-founder of Baesianz FC shows how much she wants to create a safe space for her community – that was something we were able to connect over.”

““Even though we’re so different, we can embrace the love of the game in our own way.” ”

— Nicole Chui

ON CREATING SAFE COMMUNITY SPACES

NC: “It's important to have a safe space for people of Asian heritage because, in British football culture, I've not felt like I've seen myself. Representation and inclusion of people of Asian heritage tend to be seen as a monolith. Through [Baesainz FC], we've naturally gathered people of mixed Asian heritage, who are of East, South, and South East Asian heritage. We all look very different but there are common threads and we can all learn from each other. Through safe spaces, there's no need or pressure to conform to a certain look or ideology, we are just who we are. I'd like to think that we've been able to encourage that over the years. This is a way to embrace our heritage, but not overtly have to explain our heritage.”

JD: “It’s difficult for clubs to create a more supporting environment for their players who may be queer because no Premier League footballer is out as gay. We have Rainbow Laces and rainbow armbands, but there are always things in the news about ‘footballers don’t want to wear the armband’ or ‘homophobic chants heard in stadiums’.

“My main priority is to make sure the fans are heard. Everyone at Warrington, including the fans, has made me feel so welcome since joining, bringing a family togetherness into the dressing room. I like people to see that being a footballer isn’t all sunshine and rainbows. The highs and the lows we go through can be challenging, but bringing your fans along with you can help with the journey.”

*Chui (left) wears* *New Balance 1906r trainers in white and pink* *(£140)*
*Daniels (right) wears* *Merrell moab speed 2 gtx trainers in black & grey* *(£150)*

ON EXPRESSING THEMSELVES THROUGH CREATIVITY AND STYLE

NC: “Being able to share two things that I love in the same space is a really nice thing to embrace. At the very start, I was just embroidering on my goalkeeper gloves. Customising and making something my own is something that I generally love to do through any creative medium. I really enjoy that it can be applied to a more physical sport that I enjoy playing. At the end of the day, embroidery and football are vessels for expressing my identity.”

JD: “Since coming out, I’ve been able to express my personality through my fashion better. It’s nice to be able to try anything and not be judged. Even if I am, I don’t care. I’m happy and that’s all that matters. I love an oversized jogger with an oversized hoodie, but I live in shorts and a t-shirt for football so I’m ready for summer clothes now.”

“My footballing community is such a variety and I love it. The queer football fans who make me feel so supported and comfortable with myself and myself in sport. When coming out, you see who your true supporters are and I thank them for supporting my dream of being a professional footballer.”

Creative credits
Creative Partner ZAK
Photography Isaac Lamb
Styling Gemma Baguley
Set Design Terry Palamara

Nicole Chui and Jake Daniels on making football more inclusive with schuh