Jameson Irish Whiskey has partnered with global music icon J Balvin and creative visionary KidSuper, also known as Colm Dillane, for its new campaign titled It's What You Bring. This collaboration celebrates the fans, friendships, and communities that lie at the heart of football culture. The campaign kicks off on the rooftop pitch of KidSuper Studios in Brooklyn and introduces a limited-edition collection drop.
The trio unite in a new campaign that blends music, fashion, and football, paying homage to the community behind the game. It's What You Bring is an ode to football's unparalleled ability to unite people across borders, combining the smoothness of Jameson with the spirit of the sport and its dedicated fans.
At the center of the campaign are longtime friends Balvin and Colm Dillane, who each bring their distinct styles as music, fashion, and football collide in a new hero film directed by acclaimed filmmaker Nabil, known for his work with Dua Lipa and other global artists.
Balvin expressed his excitement about the collaboration, stating, "I love Jameson, it's iconic and it has real craft behind it. They support art and community which makes me excited to collaborate. 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. It's What You Bring is a celebration of connection and the vibe fans bring to these moments."
First teased at Paris Fashion Week in January, the campaign also introduces Bottled by KidSuper, an eight-piece football-inspired capsule collection dropping on Friday, May 8. This collection blends Jameson's 200-year heritage with KidSuper's unmistakable New York energy and bold contemporary lens. Inspired by shared values of craft, community, and connection—and Dillane's lifelong passion for football—the limited-edition drop features streetwear pieces including signature tracksuit sets, bespoke soccer jerseys, and caps that pay homage to both Dillane's and Jameson's Irish roots.
After visiting the Midleton Distillery, the home of Jameson in Ireland, last year, Dillane reflected, "Going to Midleton last year really flipped a switch for me. It made me see Jameson not just as a whiskey, but as a story about craft and people coming together. That's always been my world, whether it's art, fashion, or soccer, it's about building something bigger than yourself. My dad is Irish and I grew up between cultures, so it all felt natural. Like this collaboration was always meant to happen. And getting to do it with J Balvin, a friend who's supported KidSuper since the early days, makes it even more special. The best collaborations come from real relationships, not just projects."
Florian Sallaberry, Jameson's Global Culture & Partnerships Director, added, "Football isn't just a sport – it's a global language. With Balvin and KidSuper, we're celebrating the people who bring that culture and spirit to life in their own unique ways. Our mission – inspired by Jameson's smooth character – is to bring people together. It's What You Bring is a celebration of community and those unexpected moments of connection."
