Monaco unveils its made-to-measure kit

To unveil AS Monaco’s 2026–2027 away kit, Mizuno wanted to create a campaign that reflected both the identity of the Principality and the distinctive character of the new jersey. Its colour, pattern and finishes naturally led the project towards a creative territory combining football, luxury and craftsmanship. SPK therefore developed a launch activation inspired by haute couture, presenting the jersey as a made-to-measure piece in which every detail receives the same attention as an exceptional garment. This approach extended the positioning established in the initial recommendation, centred on elegance, exclusivity and a precise appreciation of the product. The production took place at the Hôtel de Paris in Monaco, a setting that immediately anchored the campaign within the world of the Principality. The narrative featured a tailor adjusting the new jersey on the players, with close-up shots focusing on his movements, the fabric and the different finishes. A model was cast to portray the tailor and bring credibility to the story. The art direction favoured a warm, timeless atmosphere, with restrained staging designed to connect the codes of sportswear with those of a couture house. A stylist supported the entire production, creating the outfits worn by both the players and the tailor. The silhouettes incorporated pieces from Vicomte Arthur, an AS Monaco partner. She also designed and supplied the decorative elements required to create the imagined tailoring workshop. The photo and video production combined portraits, group scenes, close-up product shots and fitting gestures. Together, these elements formed a coherent sports marketing campaign in which the location, styling and visual execution directly supported both the product reveal and the shared image of Mizuno and AS Monaco.