CONCEPT DEVELOPMENT | CONTENT DIRECTION
& PRODUCTION | DESIGN

adidas Football: Orlando Pirates SS25

Building on the rich storytelling of last year’s James Mpanza campaign, the SS25 jersey launch centred on creating the ultimate connector between players and fans: It’s in Our Bones. The act of signalling the crossbones has long been more than a gesture. It is an unspoken language of unity, pride and defiance, a way for the Orlando Pirates family to recognise itself across the pitch and the stands. This season, the jersey became the physical embodiment of that connection, carrying forward a heritage that continues to inspire freedom and expression.

It's in our bones cursive graphic, as part of the adidas Football Orlando Pirates SS25 jersey campaign

HOME AND AWAY

Our approach was to create a visual and cultural language that honoured both the legacy and the living spirit of Orlando Pirates. The campaign leaned into the timeless identity of the club, translating the crossbones into a shared expression of belonging. It was not about players on one side and fans on another, but about a single family bound together by history, resilience and passion.

Film brought the theme to life, blending performance with heritage and grounding the jersey in a broader cultural setting. The story drew from the everyday lives of fans and the shared rituals that define the Pirates community, weaving them with scenes of players embodying the same spirit on the pitch. The crossbones salute became a unifying thread, reminding us that the jersey carries the weight of history as well as the promise of the future.

SS25 It’s in Our Bones campaign for adidas Football x Orlando Pirates reimagines the crossbones salute as a powerful bond between players and fans, that frame the new jersey as a timeless symbol of unity, heritage and self-expression.
SS25 It’s in Our Bones campaign for adidas Football x Orlando Pirates with the players in a car wearing the away kit.
SS25 It’s in Our Bones campaign for adidas Football x Orlando Pirates reimagines the crossbones salute as a powerful bond between players and fans, that frame the Home jersey as a timeless symbol of unity, heritage and self-expression.
SS25 It’s in Our Bones campaign for adidas Football x Orlando Pirates with the players in a car wearing the away kit.
SS25 It’s in Our Bones campaign for adidas Football x Orlando Pirates reimagines the crossbones salute as a powerful bond between players and fans, that frame the Home jersey as a timeless symbol of unity, heritage and self-expression.
Two young men dressed in sportswear standing in front of a white vehicle at night, pretending to pose with crossed arms.
SS25 It’s in Our Bones campaign for adidas Football x Orlando Pirates reimagines the crossbones salute as a powerful bond between players and fans, that frame the Home jersey as a timeless symbol of unity, heritage and self-expression.

The stills campaign focused on intimacy and connection, capturing the players and supporters in moments where individuality and unity collide. The new jersey was presented not just as kit but as an emblem of freedom, purity and personal expression. The visual direction used stark contrasts, clean palettes and bold iconography to anchor the club in a way that felt both timeless and contemporary.

MARBELLA, SPAIN

As a continuation of the lead campaign visuals, we spent some time with Orlando Pirates during their pre-season training camp in Marbella, Spain. We took the opportunity to create a film which gave Orlando Pirates’ fans a glimpse into their favourite players experiencing Spanish Andalucian culture - whilst we teased the collaboration between Tyler ICU and the club as they embarked on a journey of creating a track specifically for the Orlando Pirates fanbase, aptly titled ‘Same Time 10x’.

adidas Football Orlando Pirates 2025 blue training kit stills, capturing the players in a re-imagined gym setting
adidas Football Orlando Pirates 2025 pink training kit stills, capturing the players in a re-imagined gym setting

TRAINING

The concept for our Training kit film and stills was to capture the players in a re-imagined gym setting. We utilised highly stylised propping and a premium approach to creating a relaxed gym environment where the players could present themselves in a light-hearted spirit.

Our visual language and treatment for the film took inspiration from a Wes Anderson-esque approach to framing the players centred in the frame, but then also capturing their movements in a voyeuristic style with the camera slowly moving through the frame from left to right.

The Orlando Pirates Third Jersey channels the Orlando Towers through bold brushstroke skull-and-crossbones artwork, blending pride, resilience and township vibrancy.
Inspired by the Orlando Towers, the Third Jersey features expressive brushstrokes forming the iconic skull and crossbones on a blue-dawn base with soft orchid tones.
The Third Jersey celebrates evolution and township energy with Orlando Towers–inspired brushstrokes, a striking skull-and-crossbones motif, and a vibrant blue-and-orchid palette.
Bold brushstrokes, Orlando Towers inspiration and a blue-orchid palette define the Orlando Pirates Third Jersey—a symbol of pride, resilience and expressive township culture.
Modelled by Orlando Pirates players, the Third Jersey brings township energy to life with expressive brushstrokes forming the club’s iconic skull and crossbones.
Orlando Pirates players unveil the new Third Jersey, featuring Orlando Towers–inspired brushstrokes and a bold skull-and-crossbones design in vibrant blue-and-orchid tones.
The Pirates squad showcases the Third Jersey—its Orlando Towers brushstroke design and blue-orchid palette symbolising pride, resilience and creative expression.
Orlando Pirates players front the Third Jersey reveal, a tribute to the Orlando Towers with striking brushstrokes and a vivid blue base accented by soft orchid hues.
Unveiled by Orlando Pirates players, the Third Jersey blends heritage and bold artistry through its Orlando Towers–inspired skull-and-crossbones brushstroke design.

THIRD

Back home, the unveiling of the Third Jersey continued this narrative of evolution and expression. Drawing inspiration from the iconic Orlando Towers, the design featured expressive brushstroke patterns that formed the skull and crossbones, a powerful symbol of pride, resilience and defiance. The blue dawn base, highlighted with soft orchid tones, echoed the vibrancy of township life.