Jameson has once again tapped into the cultural pulse with its latest collaboration, bringing together global superstar J Balvin and creative powerhouse Colm Dillane for the vibrant new It’s What You Bring campaign — and the collection is out now.
Blending football culture, music and fashion with effortless style, the campaign feels authentic from the outset. Shot on the rooftop pitch of KidSuper Studios in Brooklyn, the visuals capture the energy, creativity and community spirit that surrounds the modern game, while celebrated filmmaker Nabil Elderkin delivers a cinematic edge throughout.
The standout, however, is the limited-edition Jameson x KidSuper capsule collection. First teased during Paris Fashion Week earlier this year, the eight-piece drop merges retro football aesthetics with KidSuper’s unmistakable streetwear DNA. Think bold colour palettes, vintage-inspired jerseys, elevated tracksuits and clever nods to Irish heritage — all delivered with the playful creativity Dillane has become known for.
What makes this collaboration work is its authenticity. Both Balvin and Dillane genuinely embody the worlds they represent, and the campaign never feels forced or overly corporate. Instead, it celebrates the fans and communities behind football culture — the people who make the game what it is beyond the pitch.
With football-inspired fashion continuing to dominate both streetwear and luxury spaces, Jameson’s latest move feels perfectly timed. More importantly, it feels fun — something many branded collaborations often forget to be.
The Jameson x KidSuper collection is out now and available to purchase via Jameson Whiskey and KidSuper Studios.
