Nike x AIK – Sebastian Hallqvist

-> ROLE

Art Director

-> ABOUT

Launch Campaign

-> CLIENT

Nike x AIK

-> AGENCY

River Agency

-> CREDITS

Alex de Mora (Photography) FINGR (Film)

BACKGROUND

For the 5th year in a row, Nike and AIK teamed up with River to launch their much anticipated pre-season jersey. Widely renowned as the most stylish club in the world, it's with anticipation not only the AIK fans, but the whole football world awaits AIK's pre-season jersey reveal. The 2022 edition showcased a royal theme. The theme also alludes to the fact that AIK is under royal patronage and has several supporters from the royal family. The AIK Royal Edition features a deep blue "Royal Blue" color, inspired by the blue in AIK’s crest. Across the chest, there’s a map of Stockholm, paying homage to the hometown and representing AIK as the club for all Stockholmers. The club emblem is raised on a thick blue velvet base, with the club name in gold on the chest, complemented by yellow and gold details on the jersey.

SOLUTION

Plot twist. Where royalty is often associated with elitism, power and money, we wanted to send a totally different message: Since AIK is known for being one of the most inclusive associations in Sweden, we wanted to communicate that all AIK fans are kings and queens and that AIK’s royal family can be found anywhere and everywhere (even on the Adidas flagship store, on a 140 sq meter LED screen). We believe being a king or queen is primarily an attitude rather than a position, and the campaign managed to communicate that. The jersey sold out in minutes after crashing AIK’s website (sorry about that) and creating global interest online. All proceeds from the jersey were donated to a non-profit giving underprivileged kids access to sport. Did I mention we rented a castle, yes you read that right... (Read more: Resume)

The Royal Edition

The Royal Family is Everywhere