{"id":42028,"date":"2025-05-23T12:43:58","date_gmt":"2025-05-23T12:43:58","guid":{"rendered":"https:\/\/jusmedia.co.uk\/kitroomcollective\/?p=42028"},"modified":"2025-06-06T11:45:13","modified_gmt":"2025-06-06T11:45:13","slug":"from-kallithea-to-the-canals-how-bureau-borsche-rebranded-football-campaigns","status":"publish","type":"post","link":"https:\/\/jusmedia.co.uk\/kitroomcollective\/?p=42028","title":{"rendered":"From Kallithea to The Canals: How Bureau Borsche Rebranded Football Campaigns"},"content":{"rendered":"\n

From the breath-taking Venetian canals rich in history to the grandiose of Athens’s philosophical culture, football kit campaigns have found a new wave in marketing. <\/p>\n\n\n\n

A Munich-based design company Bureau Borsche has decided to take the fashion field by storm. In our current era of football, nothing has become more important than wearing your club’s shirt with pride and style. <\/p>\n\n\n\n

Some have even lead to impressive on the field performances. <\/p>\n\n\n\n

\u201cWe didn\u2019t really know in that moment that it would create a change,” Mirko Borsche, founder of the company, tells the Kitroom Collective.<\/p>\n\n\n\n

Jersey promotional campaigns, or ‘kit drops’, have evolved significantly over the years. Where clubs once relied on simply showcasing the new shirt on the team captain, today’s launches are full-blown marketing events and teams have found new extravagant and artistic ways to draw in not just \u2018local fans\u2019 but worldwide attention.<\/p>\n\n\n\n

But why has there been such an investment into the advertising of a shirt and why have certain clubs been so successful? <\/p>\n\n\n\n

Well for one, you cannot disregard the importance of a well designed shirt. <\/p>\n\n\n\n

A football kit has to have a sense of identity, whilst also being unique and most importantly, looks good. It\u2019s a pretty hard balance. <\/p>\n\n\n\n

Designing the kits was Borsche\u2019s first step. His initial idea was to create something that was a souvenir for those visiting the cities and something that was for more than just football. <\/p>\n\n\n\n

\u201cI wanted to show that a football jersey can be worn on a normal day, in the club, at a festival,” he explains. <\/p>\n\n\n\n

\u201cThey were timeless\u201d.<\/p>\n\n\n\n

This allowed his team alongside \u2018Kappa\u2019 to create something completely unique. The historic Italian fashion brand allowed a lot of creative freedom to Bureau Borsche when designing, unlike other mainstream brands. <\/p>\n\n\n\n

\u201cI was inspired by the nostalgic jerseys form the 2000s, with the loose cuts and polo collars.\u201d<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Find out more: https:\/\/bureauborsche.com\/projects\/venezia-fc\/jersey-design-season-22-23 <\/a>– Bureau Borsche<\/p>\n\n\n\n

This blended with their Borsche’s fashion background, such as collaborations with Balenciaga and Palm Angels, everyone involved knew they had something special on their hands. <\/p>\n\n\n\n

A shirt that would not only represent the team and the city it originates from but also provide a new take on what a football kit should or could be. <\/p>\n\n\n\n

Then comes the marketing campaign. People have got to feel connected to what is being shown, whether that\u2019s well-known local monuments being backdrops to the photos or retired professionals doing kick-ups in the middle of the stadium. <\/p>\n\n\n\n

Audiences need to feel and have something to gravitate to. Social media has given brands the chance to access a global audience, but then comes the issue of global competition. <\/p>\n\n\n\n

This forces smaller teams to get even more creative and find a new curve that is more than just football. Companies are now following these same rules and are putting more work into their kits, to be more than just a shirt to get sweaty in. <\/p>\n\n\n\n

Football shirt collector and online content creator, Jay Tomlins, was one of the many fans of the change in style. <\/p>\n\n\n\n

Tomlins runs his own TikTok page as well as contributing to RetroFootballKits with 21.5k followers, amalgamating over 600K likes. <\/p>\n\n\n\n

He couldn\u2019t praise the new additions enough. <\/p>\n\n\n\n

\u201cIt\u2019s kind of like a fridge magnet but better,” he says. <\/p>\n\n\n\n

 By giving the players a kit to be proud to play in rather than a generic template as well as tapping into a younger audience, was one of the main goals of Borsche\u2019s team.<\/p>\n\n\n\n

 \u201cWhen I wear something from my club, I want to wear something that represents my ideas of the club, the city and something classic,” Tomlins explains. <\/p>\n\n\n\n

\u201cBespoke kits get an appreciation from other groups outside the club,\u201d which is something a smaller club like Venezia FC and Athens Kallithea FC needed.<\/p>\n\n\n\n

The unique yet classical feel that the new brands were trying to achieve followed into the Borsche marketing campaign. Photography along the Venetian canals heavily influenced by luxury fashion along with an artistically shot short film about a love story on the coast of Athens were the lengths taken when promoting these shirts.<\/p>\n\n\n\n

\u201cIt was closer to a fashion editorial shoot,” Borsch says.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Find out more: https:\/\/bureauborsche.com\/projects\/venezia-fc\/jersey-design-season-22-23 <\/a>– Bureau Borsche<\/p>\n\n\n\n

Some might think, what has this got to do with football? These ideas behind the campaign made almost unheard of clubs gain worldwide recognition. <\/p>\n\n\n\n

Both new sets of ideas led to new growth with the team’s social media growing by up to 30% and large increases in revenue between seasons such as Venezia 23\/24 gaining \u20ac3 million in revenue. 98% of those sales were worldwide, 0.5% being in Venice. <\/p>\n\n\n\n

When looking back on previous kit releases and campaigns, although successful, there have been stark changes. <\/p>\n\n\n\n

An example of this would be looking at the Premier League team, Aston Villa. A large part of their 2013\/14 jersey campaign was focused on the players rather than the actual design of the kits, only using detailed headshots when they began teasing the release. <\/p>\n\n\n\n

This was also the first season the women\u2019s team was being included into the campaign. <\/p>\n\n\n\n

The impact of breaking into the global market cannot be understated. Dr. James Obiegbu, a lecturer of Experiential Marketing at the University of Bournemouth, explained the intricacies when considering international sales and how complex they are. <\/p>\n\n\n\n

\u201cTo break into a global market you have to do vigorous research to understand cultural nuances whilst creating a strong digital market,” Obiegbu says. <\/p>\n\n\n\n

Stressing the importance of this cultural adaptation can be seen in Borsche\u2019s campaign, using common practices in a unique setting. <\/p>\n\n\n\n

The new innovative design alongside a campaign that can be visually understood as culturally significant to the club they represent, allows parties from all over the globe to engage with the art. <\/p>\n\n\n\n

This creative narrative was the key to their success. <\/p>\n\n\n\n

\u201cThere needs to be a compelling message which highlights the unique values of your brand.\u201d The link of art to the two cities made it so the content they had created when promoting was easily understood by those outside the localities, gaining that advantage that they so needed,” Obiegbu says.<\/p>\n\n\n\n

As a consumer and a football shirt enthusiast, Tomlins shared his love for the original branding approach, and how they are starting to leak into other leagues. <\/p>\n\n\n\n

\u201cA campaign needs to know who it is and has to make you feel something\u2026 With the new generation it’s about everything, the fashion, the music, the culture as well as the football,” Tomlins says. <\/p>\n\n\n\n

Some traditional football fans may not see the same way, but these launches were incredibly effective. <\/p>\n\n\n\n

After these marketing victories, the clubs had found success with both Venezia FC and Athens Kallithea FC securing promotion to their top flight leagues in their respective countries. <\/p>\n\n\n\n

The money from the kits also prevented them from having to sign with tricky or unheard of sponsors like many of the biggest clubs do nowadays. <\/p>\n\n\n\n

Not only does it allow the kits to have a more original look, but it prevents these smaller clubs from being exploited by massive companies. <\/p>\n\n\n\n

\u201cThere is less dependency on sponsorship, who can leave you without having your own brand\u2026 it leaves more money for players and fewer for weird sponsors,”Borshce says <\/p>\n\n\n\n

Giving the National Museum of Contemporary Art \u0391thens (\u0395\u039c\u03a3\u03a4) a place on the kit was just the icing on the cake.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Find out more: https:\/\/bureauborsche.com\/projects\/athens-kallithea-fc\/jersey-design-season-24-25<\/a> – Bureau Borsche<\/p>\n\n\n\n

Kit designs, and the campaigns that launch them, are constantly evolving. Cultural references are becoming more embedded in their creation, with clubs increasingly drawing on music, fashion, and local identity to shape both aesthetics and messaging. This shift signals a growing influence of culture within football\u2019s visual identity.<\/strong><\/p>\n\n\n\n

Naturally, there will always be purists who argue that these modern twists dilute the essence of the beautiful game. But ultimately, when you wear your team\u2019s shirt, it\u2019s about feeling represented and proud. And with the direction kit culture is heading, it\u2019s achieving just that<\/strong>, in more powerful and personal ways than ever before.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

From models on yachts, to your favourite club legend representing the new clobber, teams are using the full nine yards to hook all fashion lovers into their apparel.<\/p>\n","protected":false},"author":307,"featured_media":42268,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[90,97],"tags":[],"class_list":["post-42028","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-kick-off-row-3","category-otr-row-1"],"yoast_head":"\nFrom Kallithea to the Canals: The Bureau Borsche Rebrand<\/title>\n<meta name=\"description\" content=\"From models on yachts, to your favourite club legend in the new clobber, Bureau Borsche are using the full nine yards on a kit campaign.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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