AIK Launches New Shirt Using Only Techniques from 1891, the Club’s Founding Year – Roastbrief US
AIK is Sweden’s largest soccer club and one of its oldest. To honour its heritage, the club collaborated with four Swedish artists to create teaser artworks for the new shirt, each depicting one quarter of the design – using only techniques that existed in 1891. The artworks were created using period-appropriate techniques including wet plate collodion photography, oil painting, line drawing and a Belle Époque-style poster. Together, the four pieces revealed the full shirt.
This shirt is a celebration of our founding year. Our history is always present in everything we do, and with this launch we wanted to honour that heritage by going back to the techniques that existed when AIK was founded. It’s a shirt that carries our history, but is ready for the future, says Niklas Johansson, merchandise manager at AIK.
The artworks took over 200 hours of work from the four artists. The campaign was developed in collaboration with creative agency GLAM.
In an age where AI can recreate the past in seconds, we chose to recreate it the hard way, through hundreds of hours of craftsmanship by real artists. For a club like AIK, whose identity is deeply rooted in its history, authenticity felt more important than ever, says Martin Noreby, creative director at GLAM.
Credits:
Client: AIK Football
Niklas Johansson, Merchandise Manager
Tobias Larsson, Chief Communications Officer
Olle Östman, Communications Manager
Nicole Bertilsson, Partner Manager
Ludvig Solvin, AIK+
Creative Agency: GLAM
Martin Noreby, Creative Director
Simon Lublin, Creative Director
Johanna Björnfot, CEO/Client Director
Photography:
Andy Liffner
Artists:
Tessan “Fonfe” Graf, Klara Zetterholm, Hans Jonsson, “Svalan” Sörblom
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