Football Icons
Art Direction | Design | Creative Ideation
The Football Icons project takes inspiration from the analogue aesthetic of old VHS tapes, reimagined for the digital age and adapted into e-commerce assets. With 90s football culture at the forefront of fan identity today, the creative approach taps into nostalgia while aligning with contemporary consumer demand.
Across fashion and football culture, retro jerseys and archival kits have become highly sought-after, with fans proudly wearing them as lifestyle pieces that celebrate a golden era of the game. This project channels that energy, spotlighting adidas’ iconic "Eat" shirts - first produced between 1991 and 1994. Although their time on the pitch was brief, they left a deep and lasting mark on football culture, embedding themselves in the collective memory of millions.
By reviving the spirit of that era through design, motion, and digital craft, the campaign positions adidas as both a custodian of football’s heritage and a brand uniquely capable of reinterpreting it for today. The result is an iconic collection that bridges past and present - giving consumers exactly what they want, in a way that only adidas can.
