Social Media / Brand Shoot / eCommerce

Where football meets fashion.

AIIMS Dubai shipped vintage football jerseys 13,000 km to Sydney. For one collection. Because the vision demanded it.

Client Football Kult
Location Sydney, AU
Origin AIIMS Dubai
Category Brand Shoot, Social, eCommerce

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. 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.
Manchester City kit at neon arcade
Arsenal SEGA kit at pool hall

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.

AC Milan bwin kit, Sydney streets
Manchester City kit at arcade
Arsenal SEGA away kit, pool hall
Football Kult collection grid
2 Countries Involved
13k Kilometres Shipped
5+ Iconic Kits Featured
1 Vision That Started It All
The Approach

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.

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International Logistics

Coordinated jersey shipment from AIIMS Dubai to Sydney, sourcing physical stock to match the campaign brief.
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Creative Direction

Developed the visual narrative for each kit, pairing jersey eras with Sydney locations that matched the aesthetic.
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Location Scouting

Sydney streets, neon arcades, and moody pool halls. Every backdrop chosen to amplify the streetwear story.
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Photography Production

Editorial-standard photography across multiple Sydney locations. High contrast, film-influenced, built for social.
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Social Media Content

Vertical and square assets formatted for Instagram feed and Reels. Copy and hashtag strategy included.
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eCommerce Ready Assets

Lifestyle imagery that doubles as product photography, ready for Football Kult's online store listings.
AIIMS

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 Challenger

Credits

Client Football Kult
Agency AIIMS Group
Production AIIMS Dubai + AIIMS Sydney
Location Sydney, Australia
AIIMS Group © 2026. aiims.group | Be fearless together.

AIIMS™ – United Arab Emirates – Dubai

Makeen Al Khaleej Building - Level 2 office 201 - Al Karama - Dubai - United Arab Emirates
Level 2 office 201 - Al Karama,
Al Karama, Dubai 00000
United Arab Emirates
Phone: +97142683364
Secondary phone: +611300641849
Email: info@aiims.group