Social Media / Brand Shoot / eCommerce
Where football
Where football
meets fashion.
AIIMS Dubai shipped vintage football jerseys 13,000 km to Sydney. For one collection. Because the vision demanded it.
A social media manager had a vision. AIIMS had the reach to make it happen.
Football jerseys are not just sportswear. For a generation raised on retro kits, 90s football culture, and street style, they are a statement. Football Kult knew this. Their collection of iconic vintage jerseys deserved more than a basic product photo against a white backdrop.
So we built something bigger. AIIMS Dubai sourced and shipped the jerseys to Sydney, our team scouted locations across the city, and we shot a campaign that treated each kit like a fashion editorial. The result was a collection that lived at the intersection of sport, nostalgia, and street culture.
Behind the Shoot
Dubai to Sydney.
Dubai to Sydney.
For the shot.
The Vision
The social media manager came with a clear brief: stop treating football kits like sports merchandise. Treat them like streetwear. Style them with wide-leg denim, New Balances, and attitude. Shoot in locations that feel alive, not staged.
Arcades with neon glow. Sydney streets with motion blur. A pool hall with low light and a billiard cue as a prop. Every frame had to feel like it belonged in a culture magazine, not a sports catalogue.
The Logistics
This is where most agencies would have said “that’s not our problem.” AIIMS Dubai sourced the physical jerseys from Football Kult’s UAE inventory and coordinated the international shipment to Sydney in time for the shoot window.
No shortcuts. No substitutions. The AC Milan bwin kit, the Manchester City Brother kit, the Arsenal SEGA away strip. The real pieces, in the right hands, on the right streets. That is what separates a brand campaign from a product listing.
The Collection
Every frame, deliberate.
2
Countries Involved
13k
Kilometres Shipped
5+
Iconic Kits Featured
1
Vision That Started It All
Fashion rules.
Football is the vehicle.
The shoot direction leaned into three distinct eras and aesthetics. The AC Milan bwin kit (early 2000s Champions League era) was shot on a busy Sydney street with intentional motion blur, creating a sense of stillness against chaos. The Manchester City Brother kit landed in a neon-lit arcade, the electric pink and blue hues of the environment amplifying the sky blue of the jersey. The Arsenal SEGA away strip went to a pool hall, moody and low-key, the kit styled with the kind of effortless cool that vintage football gear carries naturally.
Each look was built to live on social first. Vertical composition, bold focal points, real textures. No clean white studio. No generic sportswear poses. This was fashion photography that happened to feature football jerseys.
The Moment That Launched It
“Where football meets fashion. We brought Football Kult’s vision to life, turning their iconic jerseys into bold streetwear looks that demand attention.”
AIIMS Group Instagram
What We Delivered
The full package.
International Logistics
Coordinated jersey shipment from AIIMS Dubai to Sydney, sourcing physical stock to match the campaign brief.
Creative Direction
Developed the visual narrative for each kit, pairing jersey eras with Sydney locations that matched the aesthetic.
Location Scouting
Sydney streets, neon arcades, and moody pool halls. Every backdrop chosen to amplify the streetwear story.
Photography Production
Editorial-standard photography across multiple Sydney locations. High contrast, film-influenced, built for social.
Social Media Content
Vertical and square assets formatted for Instagram feed and Reels. Copy and hashtag strategy included.
eCommerce Ready Assets
Lifestyle imagery that doubles as product photography, ready for Football Kult’s online store listings.
Ready to build
something bold?
We do what it takes to bring the vision to life. Whether that means shipping jerseys across the world or building a campaign from scratch.
Become a ChallengerCredits
Client
Football Kult
Agency
AIIMS Group
Production
AIIMS Dubai + AIIMS Sydney
Location
Sydney, Australia