Irish whiskey brand Jameson Irish Whiskey has unveiled its latest global campaign, It’s What You Bring, teaming up with global music superstar J Balvin and creative powerhouse Colm Dillane.
Blending football culture, fashion, music and community spirit, the campaign launches with a rooftop five-a-side football match at KidSuper Studios in Brooklyn alongside the release of an exclusive football-inspired capsule collection.
Jameson Celebrates Football Culture Through Music and Fashion
Ahead of a huge summer of global football celebrations, It’s What You Bring highlights the game’s ability to connect people from different cultures and communities. The campaign focuses on the energy fans bring to football, while celebrating creativity both on and off the pitch.
At the heart of the campaign are longtime friends J Balvin and KidSuper founder Colm Dillane, whose shared love of football, art and culture drives the collaboration. The duo appear in a new hero film directed by acclaimed filmmaker Nabil Elderkin, known for his work with Dua Lipa and other global stars.
Speaking about the partnership, J Balvin said the collaboration felt natural because of Jameson’s support for creativity and community culture.
“Music and football have always been my biggest passions and bringing that energy together with Colm by my side has been a lot of fun.”
Bottled by KidSuper Capsule Collection Launches This Week
First teased during Paris Fashion Week earlier this year, the new Bottled by KidSuper collection officially drops on Friday 8 May.
The eight-piece collection merges Jameson’s Irish heritage with KidSuper’s signature New York streetwear aesthetic. Inspired by football culture and Dillane’s lifelong passion for the sport, the range includes tracksuits, football jerseys, hoodies, caps and varsity-inspired outerwear.
Fans can sign up for early access via Jameson x KidSuper Collection.
The full collection will also be available through KidSuper and Jameson’s official website.
What’s Included in the Jameson x KidSuper Collection?
Highlights from the capsule collection include:
- A vintage-inspired Track Top and matching Track Bottoms
- A distressed varsity-style bomber jacket inspired by Midleton Distillery
- Heavyweight green hoodie with subtle embroidered detailing
- Two bold football jerseys featuring checkerboard and floral graphics
- Vintage label-inspired cream T-shirt
- Green trucker cap and textured tweed cap inspired by Jameson branding
The collection combines football aesthetics with premium streetwear influences, tapping into the growing crossover between sport and fashion.
A Collaboration Inspired by Irish Heritage and Community
Dillane revealed the collaboration became more meaningful after visiting Midleton Distillery — the home of Jameson — last year.
According to the designer, the trip helped him see the whiskey brand as more than just a drink, instead viewing it as a story about craftsmanship, culture and bringing people together.
The KidSuper founder also pointed to his own Irish roots and long-standing friendship with J Balvin as key reasons the collaboration felt authentic.
Jameson Expands Its Football Presence Globally
The It’s What You Bring campaign continues Jameson’s growing involvement in global football culture through partnerships with Major League Soccer and the English Football League.
Throughout the summer, the brand plans to host fan-focused experiences tied to major football moments across music, fashion and community events.
