Ahead of a summer dominated by football, Jameson has brought together two figures who represent creativity in very different forms, J Balvin and Colm Dillane, also known as KidSuper, for a new campaign titled It’s What You Bring. The project looks at everything orbiting around it: the friendships built through football, the atmosphere surrounding match days, and the communities that give the game its emotional weight long before a ball is kicked.
The campaign launches from the rooftop football pitch at KidSuper Studios in Brooklyn, an environment that feels fitting for the collaboration’s energy. From there, It’s What You Bring expands into a wider celebration of football culture through fashion, music and fan experiences, positioning the game as a universal meeting point rather than just a competition.
That approach feels particularly aligned with Jameson’s wider identity. Over the years, the brand has increasingly moved towards projects centred around connection and shared experience, and football naturally lends itself to that. Whether it’s local five-a-side games, packed pubs during tournament season or communities formed around clubs and cities, the game has always operated as a social language spoken across borders and generations.
Built on Friendship
The collaboration itself works because it is rooted in genuine relationships rather than a constructed partnership. J Balvin and Colm Dillane have supported each other creatively for years, and that familiarity gives the campaign a far more natural feel. Balvin brings his recognisable presence and connection to music culture, while Dillane channels the playful, artistic unpredictability that has made KidSuper such a distinctive voice within fashion.
Directed by acclaimed filmmaker Nabil Elderkin, the hero film captures this sense of spontaneity and movement. Rather than relying on polished stadium visuals or traditional football imagery, the campaign focuses on the atmosphere surrounding the game, rooftop kickabouts, conversations between friends, music, travel and collective energy. Football becomes the backdrop for wider stories about expression and togetherness, reinforcing the campaign’s central idea that the people surrounding the sport are just as important as the game itself.
Balvin described the collaboration as an opportunity to unite two lifelong passions: music and football. That crossover is present throughout the campaign’s identity, where sound, style and sport constantly overlap. Dillane’s contribution pushes things further visually, bringing the same offbeat storytelling and expressive design language that has defined KidSuper since its earliest days in New York.
Bottled by KidSuper
Alongside the campaign sits “Bottled by KidSuper”, an eight piece capsule collection that was first teased during Paris Fashion Week earlier this year. The collection takes football as a starting point, but it gets filtered through KidSuper’s perspective and Jameson’s Irish heritage.
The garments include tracksuits, football jerseys and caps, all carrying KidSuper’s recognisable style with expressive graphics. The collection also references to classic football aesthetics.
A major part of the storytelling comes from Dillans’s visit to Midleton Distillery, where he spent time exploring the craft and heritage behind Jameson. That experience appears to have shifted the collaboration into something more reflective, connecting the process of whiskey-making with the way communities are built around creativity, sport and shared rituals.
Community at the Heart of the Campaign
To officially launch the collaboration. Both Team J Balcin and Team KidSuper will face off in a special five-a-side match hosted on the rooftop pitch at KidSuper Studios.
From there, Jameson plans to continue “It’s What You Bring” throughout the summer with fan-focused activations tied to football across the globe. The campaign builds directly on the brand’s wider presence in football culture, including partnerships with Major League Soccer, and the English Football League.
Jameson’s Launch Party
The event was hosted by former Major League Soccer star Maurice Edu and presenter Alexis Guerreros, the event blended football culture with Jameson’s long-standing focus on connection, creativity and shared experience.
On May 6, in the night in Brooklyn, Jameson brought together over 300 guests to celebrate its latest “It’s What You Bring” campaign alongside J Balvin and Colm Dillane. Hosted on the rooftop pitch at KidSuper Studios, the evening centred around football, music and community, featuring a one-off five-a-side clash between Team J Balvin and Team KidSuper, with the latter taking the win after a match packed with flair and friendly rivalry. Guests were also given an early look at the limited-edition Bottled by KidSuper capsule collection, while DJ Rae soundtracked the night as attendees, including Jimmy Butler and creator Wisdm, took part in Jameson-themed “Top Bins” challenges aimed at bespoke whiskey barrels.
