Jameson Brings J Balvin and KidSuper Together to Celebrate Connection Within Football Fan Culture

KidSuper Unveils New Collection in Collaboration with Jameson GNW

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The trio unite in new campaign, It’s What You Bring, blending music, fashion, and football in a nod to the community behind the game

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DUBLIN and NEW YORK, May 06, 2026 (GLOBE NEWSWIRE) — Jameson Irish Whiskey has teamed up with global music icon J Balvin and creative visionary KidSuper (Colm Dillane) for its new It’s What You Bring campaign. Celebrating the fans, friendships and communities at the heart of football culture, the collaboration kicks off on the rooftop pitch of KidSuper Studios in Brooklyn and with a limited-edition collection drop.

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Ahead of a summer-long celebration of the sport, It’s What You Bring is an ode to the game’s unrivalled ability to unite people across borders, blending the smoothness of Jameson with that of the game and the community behind it.

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True to Jameson’s legacy of bringing people together, at the centre of the campaign are longtime friends Balvin and Colm Dillane who each bring their distinct styles – as music, fashion and football collide in a new hero film, directed by acclaimed filmmaker Nabil, known for his work with Dua Lipa and other global artists.

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Balvin says, “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.”

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First teased at Paris Fashion Week in January, the campaign also introduces Bottled by KidSuper; an eight-piece football-inspired capsule collection, dropping this Friday 8^th May, that blends Jameson’s 200 year heritage with KidSuper’s unmistakable New York energy and bold contemporary lens. Inspired by shared values of craft, community and connection – and Dillane’s lifelong passion for football – the limited edition drop features streetwear pieces including signature tracksuits sets, bespoke soccer jerseys and caps, that pay homage to both Dillane’s and Jameson’s Irish roots.

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Following a visit to the Midleton Distillery, the home of Jameson in Ireland, last year, Dillane says, “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. My dad is Irish and I grew up between cultures, so it all felt natural. Like this collaboration was always meant to happen. And getting to do it with J Balvin, a friend who’s supported KidSuper since the early days, makes it even more special. The best collaborations come from real relationships, not just projects.”

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Florian Sallaberry, Jameson’s Global Culture & Partnerships Director, says, “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.”