Jameson Irish Whiskey has launched a new campaign called It’s What You Bring in collaboration with reggaeton superstar J Balvin and designer/creative tour de force Colm Dillane of KidSuper Studios, aiming to highlight football as a shared global culture.
The campaign opened on the rooftop pitch at KidSuper Studios in Brooklyn, NYC, anchored by a one-off five-a-side match between Team Balvin and Team KidSuper. A hero film, directed by Nabil Elderkin (see above), also ties together the project’s themes of sport, music and fashion. At the centre of the rollout is Bottled by KidSuper, an eight-piece limited capsule collection inspired by football culture and Jameson’s 200-year heritage. The drop includes tracksuits, jerseys and caps, blending KidSuper’s NYC streetwear aesthetic with references to Irish identity and craftsmanship.
“Going to Midleton [Distillery] last year really flipped a switch for me,” says Dillane. “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. My dad is Irish and I grew up between cultures, so it all felt natural; this collaboration was always meant to happen. And getting to do it with J Balvin, a friend who’s supported KidSuper since the early days, makes it even more special. The best collaborations come from real relationships, not just projects.”
Florian Sallaberry, Jameson’s Global Culture & Partnerships Director, added: “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. Our mission—inspired by Jameson’s smooth character—is to bring people together. It’s What You Bring is a celebration of community and those unexpected moments of connection.”
You can cop the Bottled by KidSuper collection here.
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