Summer Object

For the reveal of AS Monaco's 2026/27 Third Kit with Mizuno, SPK designed an activation built around a clear territory: summer and freedom. The ambition was to step outside the traditional codes of jersey launches and consider this new kit as a genuine summer lifestyle object. An approach directly tied to Monaco and its environment, where football, sunshine, and visual culture can meet within a single narrative. The concept "This is the Summer Kit" gave rise to an art direction designed to bring each image closer to a poster than to a classic sports photograph. The visual world developed by SPK draws in particular on the luminous, coastal elegance of the Riviera, the minimalist structure of Japanese graphic design, and 1960s modernism, with its geometric and editorial compositions. This combination keeps the jersey at the center of the activation while placing it within a broader imaginary world, specific to the summer season and to Monaco's singularity. Carried out in 2026, the reveal setup took shape through a production of photo and video content in service of this identity. The staging, framing, and visual treatment were designed as different expressions of the same creative territory: that of a football that goes beyond the pitch to become an element of culture and lifestyle. SPK thus supported AS Monaco and Mizuno in the conception and production of a launch able to give the Third Kit its own autonomous identity, while remaining deeply connected to Monaco.