This comprehensive campaign combined the kit's design with urban culture, creating a bold and dynamic visual identity for RB Leipzig's new third kit.
RB Leipzig has introduced their new third kit for the 2024/25 season, with Puma as their new partner. The kit was officially revealed in the summer of 2024, through a coordinated launch in stores and on social media.
In the lead-up to the launch, we collaborated with RB Leipzig on a project inspired by the tape-art elements reflected in the design of the third kit.
According to RB Leipzig, the jersey design is meant to connect soccer with modern street and lifestyle culture, drawing influences from breakdancing, skateboarding, and street art, with tape art serving as the central theme.
Our task was to highlight the blue kit, which was introduced during the club’s US tour. At the Red Bull Arena in Leipzig, we created an artwork that served as the backdrop for the photoshoot. Using tape, we designed an abstract representation of New York City, featuring landmarks like the Empire State Building, along with dynamic lines that are also reflected in the kit's design. To create a cohesive visual, we not only taped the walls but also taped transparent cubes and included the floor in the setup.
The artwork was later moved to an urban setting, where we collaborated with a skateboarder and a B-Girl for an extended video campaign. We extended the lines onto the ground and integrated elements from the American flag. The final video also highlights us as tape artists, showcasing the skateboarder and the B-Girl in action.
At the end of July, we implemented the same design style for the windows of the RB Leipzig Store, completing the project just ahead of the official launch.
This comprehensive campaign combined the kit's design with urban culture, creating a bold and dynamic visual identity for RB Leipzig's new third kit.
In the lead-up to the launch, we collaborated with RB Leipzig on a project inspired by the tape-art elements reflected in the design of the third kit.
According to RB Leipzig, the jersey design is meant to connect soccer with modern street and lifestyle culture, drawing influences from breakdancing, skateboarding, and street art, with tape art serving as the central theme.
Our task was to highlight the blue kit, which was introduced during the club’s US tour. At the Red Bull Arena in Leipzig, we created an artwork that served as the backdrop for the photoshoot. Using tape, we designed an abstract representation of New York City, featuring landmarks like the Empire State Building, along with dynamic lines that are also reflected in the kit's design. To create a cohesive visual, we not only taped the walls but also taped transparent cubes and included the floor in the setup.
The artwork was later moved to an urban setting, where we collaborated with a skateboarder and a B-Girl for an extended video campaign. We extended the lines onto the ground and integrated elements from the American flag. The final video also highlights us as tape artists, showcasing the skateboarder and the B-Girl in action.
At the end of July, we implemented the same design style for the windows of the RB Leipzig Store, completing the project just ahead of the official launch.
This comprehensive campaign combined the kit's design with urban culture, creating a bold and dynamic visual identity for RB Leipzig's new third kit.
ART — ENNICOLOR
LOCATION — LEIPZIG, GERMANY
YEAR — 2024
MATERIAL — TAPE
PHOTOS BY RB LEIPZIG
