Jameson Irish Whiskey has stepped deeper into football culture with the launch of “It’s What You Bring,” a new global campaign created alongside J Balvin and Colm Dillane of KidSuper.
The campaign, which celebrates the friendships, energy, and community surrounding football, began at the rooftop pitch above KidSuper Studios in Brooklyn. Why? It’s a location that has become closely tied to the brand’s identity. It’s a place that has been able to blend music, fashion, and sport, something KidSuper’s latest work with Jameson aimed to encapsulate.
At the centre of the campaign are longtime friends Balvin and Dillane, whose shared creativity and chemistry drive the project’s visual and emotional direction. Their collaboration comes to life through a cinematic campaign film directed by Nabil Elderkin, the acclaimed filmmaker known for his visually distinctive work with artists including Dua Lipa.
Alongside the campaign rollout, Jameson and KidSuper are also releasing a limited-edition collection inspired by the spirit of football and the individuality supporters bring to it. The launch arrives ahead of a summer packed with major football moments, positioning “It’s What You Bring” as both a celebration of sport and a reflection of football’s global creative influence.
Rather than focusing on competition alone, the campaign leans into the social side of football. From the rituals and friendships to the shared experiences that connect fans across different cities, cultures, and backgrounds. Through the combined worlds of Jameson, J Balvin, and KidSuper, the project presents football as more of a universal language built around self-expression and community.
Speaking to Culted, KidSuper said: “I think the collection is actually good. It’s amazing, super wearable. The tweed hat feels like it was inspired by my grandparents' jackets. The jersey is inspired by grandparents’ couches. There’s a lot of cool, fun nuggets.”
Take a closer look at the KidSuper x Jameson collaboration above.
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