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experiential agency

Bud is the European name of Budweiser
a brand of Anheuser-Busch InBev

Budweiser

MERCHANDISEDESIGN

retro kings icon revamped

To celebrate Euro 2020, Bud fancied a street-smart, giveaway football jersey. We commissioned graphic designer Tom de Regt to create an iconic shirt that hints at the illustrious Euro 1988 combined with Bud brand elements and honored it by revisiting the legendary ‘88 canal tour’s locations.

Brief

Design a giveaway Bud football jersey featuring the ‘88 pattern that appeals to young urbanites.

Concept

One can obtain the shirt by purchasing two six-packs or a crate of Bud. The print features patches that playfully merge Dutch football culture with the iconic American sports aesthetic. To immortalize this new icon, fans wear it at ’88 key spots, including Rederij Boekel’s awning and Hogesluisbrug.