Jameson Expands Its Football Culture Campaign With J Balvin and KidSuper Streetwear Collection.
Jameson Irish Whiskey has launched a new global campaign titled “It’s What You Bring,” partnering with J Balvin and Colm Dillane to celebrate football fan culture through music, fashion, and community-driven experiences. The campaign officially debuted in Brooklyn on the rooftop football pitch at KidSuper Studios ahead of a summer of football-related activations.
The campaign centers on the idea of connection through football culture and includes a new hero film directed by Nabil Elderkin, known professionally as Nabil. According to the announcement, the initiative blends Jameson’s brand identity with the global appeal of football, music, and streetwear culture.
Limited-Edition “Bottled by KidSuper” Collection Releases May 8
As part of the collaboration, Jameson and KidSuper are releasing an eight-piece capsule collection called “Bottled by KidSuper,” which was first previewed during Paris Fashion Week earlier this year. The collection launches May 8 through Jameson and KidSuper online platforms.
The collection includes tracksuits, soccer jerseys, hoodies, bomber jackets, T-shirts, and caps inspired by football aesthetics and Jameson’s Irish heritage. Prices range from $65 for the Green Cap to $250 for the Distressed Cut Bomber jacket. See below for the full collection in detail.
Campaign Highlights Football Community and Cultural Connection
In the release, J Balvin said, “I love Jameson, it’s iconic and it has real craft behind it. They support art and community which makes me excited to collaborate. Music and football have always been my biggest passions and bringing that energy together with Colm [KidSuper] by my side has been a lot of fun. It’s What You Bring is a celebration of connection and the vibe fans bring to these moments.”
Colm Dillane added, “Going to Midleton last year really flipped a switch for me. It made me see Jameson not just as a whiskey, but as a story about craft and people coming together. That’s always been my world, whether it’s art, fashion, or soccer, it’s about building something bigger than yourself.”
Jameson Activations to Continue Through Summer Football Events
The collaboration will also include a five-a-side football match between Team J Balvin and Team KidSuper in Brooklyn, along with additional fan-focused experiences tied to major football moments throughout the summer.
Florian Sallaberry, Jameson’s Global Culture & Partnerships Director, said, “Football isn’t just a sport – it’s a global language. With Balvin and KidSuper, we’re celebrating the people who bring that culture and spirit to life in their own unique ways.”
Jameson stated that the campaign builds on its existing football partnerships with Major League Soccer and English Football League while continuing its broader cultural collaborations worldwide.
Jameson Bottled by KidSuper Collection Details:
- Track Top ($225.00) – Streamlined track jacket cut with vintage sporting references, featuring white and claret panel detailing. Designed as a modern take on classic training wear, it captures the collection’s crossover between football culture and everyday streetwear.
- Track Bottoms ($175.00) – Matching trouser to complete the set, with co-branded embroidery and a clean tapered silhouette.
- Distressed Cut Bomber ($250.00) – Varsity-inspired bomber jacket finished with distressed detailing and embroidered artwork nodding to the backdrop of Midleton Distillery.
- Hoodie ($240.00) – Heavyweight green hoodie built around comfort but elevated through rich colour and subtle stitching.
- Pink Soccer Jersey ($140.00) – A soccer jersey built around soft pink checkerboard graphics, finished with a cream collar.
- Floral Soccer Jersey ($140.00) – An even more expressive iteration of the soccer jersey, layered with floral graphics in pink and violet tones.
- T-shirt ($70.00) – Clean cream tee inspired by vintage bottle-label graphics, minimal in silhouette but rich in reference
- Green Cap ($65.00) – Classic trucker cap in distinctive Jameson green, finished with understated collaborative detailing.
- Tweed Cap ($80.00) – Textured tweed cap woven with multicoloured flecks and notorious Jameson detailing across the brim
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