RBNY X DANIEL PATRICK

THE ASK

Create impactful imagery and editorial content for the release of New York Red Bull’s x Daniel Patrick 2023 Kit.

OVERVIEW

A New Look. For the first time in league history, an MLS club teamed up with a fashion designer to create one of their kits. It was a bold strategy by the Red Bulls, especially considering the apparent deviation from traditional club colors. Here, we faced the challenge of communicating these innovative design choices and kit details to both a Red Bull audience and a general audience. Most importantly, we had to create enthusiasm for a kit that ventured well outside what fans were accustomed to.

EDITORIAL, PHOTOGRAPHY, DESIGN

ALL IN THE DETAILS.

Our approach was to “humanize” the kit through an interview with designer Daniel Patrick, and present those details that might have been missed at first glance through a sprawling Instagram carousel to be posted in collaboration with the Red Bulls. In the same way that our player interviews aim to reveal the character behind each athlete, this project sought to uncover the meaning behind each design choice and kit attribute.

VIEW INSTAGRAM CAROUSEL

ONE STEP FURTHER.

In addition to the product photography and Instagram carousel, we also produced a feature article on Daniel Patrick, who gave greater insight into the collaboration with the Red Bulls and the year-long process to bring the kit to life.

READ THE STORY

FIRST OF ITS KIND.

This deep dive into the Red Bulls’ most experimental jersey to date led to a greater appreciation for the kit from club supporters and a broad North American soccer audience.

SEE THE KIT

RBNY X DANIEL PATRICK

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