NEW YORK — Jameson Irish Whiskey is launching a vibrant new campaign that unites global music star J Balvin and fashion designer Colm Dillane, known as KidSuper, to celebrate the communal spirit of football fans. Titled It’s What You Bring, the initiative blends elements of music, fashion, and the sport in a multimedia push that kicks off with a rooftop event at KidSuper Studios in Brooklyn and a limited-edition clothing drop. Announced on May 6, 2026, from Dublin and New York, the campaign highlights how football fosters connections across cultures, much like the smooth character of Jameson's triple-distilled whiskey.
The collaboration centers on the longstanding friendship between Balvin and Dillane, who bring their unique perspectives to the forefront. A new hero film, directed by acclaimed filmmaker Nabil — whose credits include work with Dua Lipa and other international artists — captures the intersection of their worlds. The film was shot on the rooftop pitch of KidSuper Studios, serving as the backdrop for an upcoming five-a-side football match between Team J Balvin and Team KidSuper, set to mark the official start of the partnership.
J Balvin, the Colombian reggaeton sensation, expressed his enthusiasm for the project in a statement. “I love Jameson, it’s iconic and it has real craft behind it. They support art and community which makes me excited to collaborate. Music and football have always been my biggest passions and bringing that energy together with Colm [KidSuper] by my side has been a lot of fun. It’s What You Bring is a celebration of connection and the vibe fans bring to these moments,” Balvin said.
Dillane, whose KidSuper brand is renowned for its bold, New York-infused streetwear, drew inspiration from a visit to Jameson's Midleton Distillery in County Cork, Ireland, last year. That trip, he noted, deepened his appreciation for the brand's heritage. “Going to Midleton last year really flipped a switch for me. It made me see Jameson not just as a whiskey, but as a story about craft and people coming together. That’s always been my world, whether it’s art, fashion, or soccer, it’s about building something bigger than yourself,” Dillane explained. He added a personal touch, mentioning his Irish roots through his father and his upbringing between cultures, which made the partnership feel predestined.
The campaign was first teased during Paris Fashion Week in January 2026, building anticipation for what promises to be a summer-long engagement with football culture. At its core is the Bottled by KidSuper capsule collection, an eight-piece lineup of football-inspired apparel that merges Jameson's 200-year legacy with Dillane's contemporary edge. Items include signature tracksuit sets, bespoke soccer jerseys, and caps, all designed to honor shared themes of craft, community, and connection, as well as nods to Irish heritage.
The collection drops on May 8, 2026, and will be available for purchase at jamesonwhiskey.com and kidsuper.com, with early access sign-ups already open via a dedicated page on Jameson's site. According to the announcement, the pieces reflect Dillane's lifelong passion for football and his early support from friends like Balvin, who has backed KidSuper since its inception. “The best collaborations come from real relationships, not just projects,” Dillane emphasized, underscoring the authentic bond driving the project.
Florian Sallaberry, Jameson's Global Culture & Partnerships Director, positioned the campaign as an extension of the brand's mission to foster unity. “Football isn’t just a sport – it’s a global language. With Balvin and KidSuper, we’re celebrating the people who bring that culture and spirit to life in their own unique ways. Our mission – inspired by Jameson’s smooth character – is to bring people together. It’s What You Bring is a celebration of community and those unexpected moments of connection,” Sallaberry said.
Beyond the initial launch, Jameson plans a series of fan-focused activations throughout the summer of 2026, tying into major global football events. These will span music performances, fashion pop-ups, and community gatherings, all designed to immerse participants in the campaign's ethos. Fans can follow updates on Jameson's social media at @jamesonwhiskey, where details on how to join in will be shared progressively.
This initiative builds on Jameson's established ties to the sport, including partnerships with Major League Soccer (MLS) in the United States and the English Football League (EFL) in the United Kingdom. These alliances have positioned the brand at the center of football's cultural ecosystem, from professional matches to grassroots enthusiasm. By collaborating with figures like Balvin and Dillane, Jameson aims to extend its reach into diverse creative communities, amplifying the sport's role in building friendships and shared experiences.
Jameson, the world's bestselling Irish whiskey and a top-three international whiskey brand, traces its roots to the Midleton Distillery, which was named the Most Awarded International Distillery at the 2025 San Francisco World Spirits Competition. Each bottle undergoes triple distillation for its signature smoothness, a process that has defined the brand since its founding. The campaign's emphasis on togetherness echoes Jameson's longstanding identity as a welcoming spirit, one that has consistently supported artistic and communal endeavors.
The rooftop match at KidSuper Studios in Brooklyn represents a symbolic kickoff, blending urban energy with athletic camaraderie. While specific details on the event's date and public access weren't immediately available, it is described as a one-off affair that captures the campaign's playful spirit. Photos from the announcement depict vibrant scenes of the studio pitch, Balvin and Dillane in action, and previews of the capsule collection, all available via GlobeNewswire.
For those interested in the full hero film, it can be viewed on Jameson's official channels, offering a cinematic glimpse into how music, fashion, and football converge under the Jameson banner. The partnership also highlights broader trends in brand collaborations, where alcohol companies increasingly partner with cultural icons to engage younger, global audiences through lifestyle integrations rather than traditional advertising.
As football seasons heat up worldwide, from MLS games to international tournaments, Jameson's It’s What You Bring positions itself as a cultural companion, encouraging fans to contribute their own energy to the mix. With Balvin's massive following in Latin America and beyond, and KidSuper's rising profile in streetwear circles, the campaign has the potential to resonate across demographics. Industry observers note that such crossovers not only boost brand visibility but also reinforce football's status as a unifier in a fragmented world.
Further information on the collaboration can be obtained through Spike Sport, Jameson's PR representatives, at jameson@spikesport.global. As the collection launches this Friday, enthusiasts are advised to sign up for early access to secure pieces from the limited run. Jameson continues to embody its slogan of being "always welcoming, forever smooth," now extended to the pitch and the runway alike.
In the end, this partnership underscores a timeless truth about football: it's not just the game on the field, but the stories and bonds it inspires off it. With J Balvin and KidSuper leading the charge, Jameson is ensuring that those narratives get a stylish, spirited amplification this summer.