The Context.
In 1990, at my home in Noetinger (Argentina), I watched as the World Cup slipped through our fingers.
Diego crying, Goycochea almost pulling off a heroic feat, and the entire Argentinean nation with their fading hopes.
That day, I understood the value of the football-loving homeland we had in our country. And possibly since that day, I've drawn the glorious sky blue and white flag more than a million times.
Diego crying, Goycochea almost pulling off a heroic feat, and the entire Argentinean nation with their fading hopes.
That day, I understood the value of the football-loving homeland we had in our country. And possibly since that day, I've drawn the glorious sky blue and white flag more than a million times.
The Project.
During the pandemic, while working at Adidas Football, I received an offer to create the kit for the 2022 World Cup. I was fortunate enough to work alongside two great friends and professionals, Sergio Mareco and Andrew Dolan, and in a challenging scenario, we managed to create an iconic product for my country and for the history of football.
Graphics.
We had many themes to discuss, but the main one was the 210th anniversary of the creation of the Argentinean flag, which coincidentally took place in Rosario, Lionel Messi's hometown. There were rumors at that time that it could be his last World Cup.
The Monument to the Flag has two main parts: the main tower and the Propylaeum. We based the graphics for the home and away jerseys on these elements. The main tower was translated into a large flag on the back of the jersey, topped with the Sun of May, while the Away jersey was inspired by the reflection of the eternal flame within the Propylaeum.
For the colors, we used the exact color of the Argentinean flag for the home jersey, while for the away jersey, we drew inspiration from gender equality.
With these stories and colors, Argentina was going to represent us in nothing less than the Qatar 2022 World Cup.
Details.
One of the most important and attention-grabbing details is the sun located at the top of both jerseys.
To create this design, we simulated the reflection of the Sun of May using the 12 columns of the Propylaeum of the National Flag Memorial. This created a dynamic effect on the sun as if it were a vibrant flame that never ceases.
To create this design, we simulated the reflection of the Sun of May using the 12 columns of the Propylaeum of the National Flag Memorial. This created a dynamic effect on the sun as if it were a vibrant flame that never ceases.
Streetwear.
The collection expanded to include products beyond the playing field, which, although clearly inspired by the graphics on jerseys, were exclusively designed for Argentine fans.
Among the standout products are the reversible "anthem jacket" and the goalkeeper sweater, the latter inspired by the iconic adidas jersey worn by Sergio Goycochea in 1990.
Gameday Product Design (Narrative and Graphics):
Luis Callegari
Sergio Mareco JR
Luis Callegari
Sergio Mareco JR
Streetwear:
Luis Callegari
Sergio Mareco JR
Product Manager:
Andrew Dolan
Direction:
Jurgen Rank
Christian Binger
Inigo Turner
PH:
SoccerBible
Clarín
Ole
The Mirror
FIFA Official Website
Adidas
Reuters
La Nación
Blogsportiva - Marca de Gol
Luis Callegari
Sergio Mareco JR
Product Manager:
Andrew Dolan
Direction:
Jurgen Rank
Christian Binger
Inigo Turner
PH:
SoccerBible
Clarín
Ole
The Mirror
FIFA Official Website
Adidas
Reuters
La Nación
Blogsportiva - Marca de Gol
