Football and Streetwear? We’ve Got It.
478 m2 Jersey size
200+ liters of paint used
1 700 000 Social media reach
Collaboration: AC Sparta Prague × Footshop × adidas
AC Sparta Prague kicked off the new season with a brand-new third kit, designed in collaboration with streetwear brand Footshop. Together with adidas, they also introduced an accompanying lifestyle collection. Our task was to create the overall communication strategy with the partners — and, above all, to deliver a PR stunt that would launch the campaign.
2-in-1: Jersey Teaser and Street Football Pitch
Following up on our previous PR stunts, such as the giant human “S” or the jersey floating above Prague, was no easy challenge. This time, our main goal was to take the story to the streets — beyond the stadium — and connect football with streetwear culture.
Under the communication umbrella “Clean Kits Don’t Win Matches,” we created an unconventional and intentionally “messy” jersey painting combined with the outlines of a football pitch — directly on the surface beneath the iconic Letná Pendulum in Prague.
The Best-Selling Jersey
The new third kit became the best-selling ACS jersey within the first two months of sales.
Execution of the Painting
The jersey design — stretching over 23 meters — teased several key visual elements of the final kit along with a date, sparking days of fan speculation on ACS social media without any further explanation.
The painting was executed by Slovak company Walldesign, known for its graffiti and large-scale mural projects on pitches around the world.
Hero Video and Street Match
In addition to static visuals, the campaign featured a hero spot capturing the painting process itself — climaxing in a street football match between the ACS women’s team and the Footshop team.
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