Jack Arts

New Balance x IBY x Cardiff City FC

From the humble beginnings of selling t-shirts from the boot of a car during the pandemic, homegrown streetwear brand IBY (Inspired By You) has grown in popularity since, this year reaching new heights in a collaboration with New Balance and Cardiff City Football Club on the club’s first ever lifestyle jersey.  

Using the tagline ‘Made in Cardiff, Inspired by You’, IBY’s limited-edition black shirt is a tribute to the city’s people and culture, with its streets literally weaved into its design, and launched with a star-studded photo shoot featuring the Championship side’s striker Iké Ugbo alongside local legends such as sports presenter Jason Mohammed and world champion boxer Joe Cordina. 

We worked with IBY and Cardiff City FC to tease the release on the streets of the city with a bold blacked-out campaign across our billboard and takeover sites, giving passers-by a glimpse of the shirt’s cartographic design and ramping up the excitement for the official launch date.