Universidad De Chile
SERVICES
Product Storytelling
Creative Direction
Art Direction
YEAR
2024
INFO
For Universidad de Chile’s Third kit, the ambition was to push the boundaries of what a football jersey could look and feel like. Rather than looking exclusively to football for inspiration, we looked to the energy, attitude and visual language of extreme motorsports, particularly motocross and found an unexpected connection with the club’s fans.
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The starting point was the inventive tifos created by Universidad de Chile supporters: bold, expressive and constantly evolving. We translated that spirit into a graphic language influenced by the speed, graphics and technical aesthetic of motocross, creating a jersey that feels more like something built for the edge of sport than the traditional football pitch.
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The result is an unconventional expression of the club, one that takes something deeply rooted in its fan culture and pushes it into entirely new territory.
