NY Cosmos X Umbro:
NY, Tailored by Umbro
Photography Series • Book •Museum Exhibit •Print + OOH • Social Content
Umbro came to us with a tall order—sell New York Cosmos jerseys to kids all over the world. The only problem was that the actual team wasn’t set to take the field for a few years. With this challenge in mind, we decided to look to the most valuable member of the team - New York City.
Instead of models or pro athletes, we collaborated with street photographer Jamel Shabazz to capture real NYC soccer fans in every borough the same way he captured everyday NYers for the last 50 years.
In the end, the campaign fully burroughed its way into culture, appearing in the Swizz Beats & Alicia Keys exhibit at the BK Museum, as well as various photography books and exhibitions.
From Little Italy to Chinatown to Harlem and Coney Island, we created over 20 executions with fans from all over the city, transforming the Cosmos into a symbol of New York swagger.
Museums, Books & Exhibitions
Selects from the photography series were recently featured in the Swizz Beats & Alicia Keys exhibit at the Brooklyn Museum. They also found their way into Jamel’s 4th book and exhibitions in Harlem and Amsterdam, all titled “Represent.”
*That handsome gentleman you see in the picture below was my partner Grant Mason.
WILD POSTINGS + MURALS
COSMOS RE-INTRO VIDEO