Client
Atlético de Madrid
Service
Storytelling / Art Direction / Color Design / Apparel Graphics
The Nike seasonal direction was to hyper focus on the local culture of our clubs. Fortunately, I had already designed the home and away kits for Atlético de Madrid, giving me a great sense for the club’s culture and local nuances. El Atleti loves to reference its history and iconic events that have helped shape who they are. The club had just moved into a new stadium and I felt it was fitting to honor the previous stadium, el Vicente Calderón. The club already had plans to transform the old stadium into a space for the locals and make sure this historic space stayed in the hands of the community.
To everyone and Nike Global Football Apparel that was a part of this - muchas gracias.
Taking visual cues from the colors and visual arrangement of the seats in the old stadium, I reversed the traditionally striped kit of Los Rojiblancos and put that energy into the collar, sleeve rib, and side tapes of the kit. This provided a fresh perspective on their historic red and white stripes, by displaying them in a more square format that emulates the shape of the seats in the old stadium. The inner pride became and aerial view of the Vicente Calderón, giving permanence and reverence to the iconic stadium.
The training apparel continues the same color direction, making sure to bring forth the red, and add some natural greens into the mix. The prematch was a graphic I created that was shared amongst some other Nike clubs in their respective colors.
I created a seamless repeating pattern that spoke to the future of the old stadium - a nature forward space for the locals to enjoy and remember the impactful moments they experienced in el Vicente Calderón.