AC Boise: This Kit is Boise
A kit reveal usually sells the jersey. This one sold the city. AC Boise was new to Boise, so I shot the kit with Against across six iconic locations around town, framing it as something the community wears, not just something the club sells.
A jersey drop that belonged to the city.
DJ directed the launch film for the kit reveal at AC Boise, a USL League One club, with Hummel on the kits and Against on the brand.
The idea was simple: don't reveal a jersey, reveal a piece of the city. Then drop it where the city already lives, in the feed.
Shot like the city wears it.
Play · The reveal ✳ This kit is Boise · Home kit reveal · AC Boise × Hummel The city showed up.
From InstagramThe reveal hit hardest on Instagram. Fans, local shops, the league, and other clubs filled the comments the moment the home kit dropped.
Okay Boise. Welcome to the party. UTFH ❤️
♥ 8Let's Goooo!
♥ 6Very solid work @acboise @hummelnorthamerica. Can't wait to see the away kit!
♥ 5Congrats to the whole team, this thing came out 🔥
♥ 4This is 🔥
♥ 4Absolute cinema
♥ 3so fire
♥ 3Soooooo goooooood 👏
♥ 3Look at those kits! ⚽🔥 Ready for the next chapter of Boise history.
♥ 3How do I buy one?
♥ 2How can I hook the team up with haircuts for the first game of the season? 👀
♥ 2This video is LEGIT! Hell yeah, Boise!! 😍🔥
♥ 1As a Hearts fan I'm excited to see what Boise does in season 1. Welcome to the USL.
♥ 1Can't wait for the season to start and catch some games! Lets go Boise! 🔥
♥ 1BRAV.O ⚡
♥ 1
✳ AC Boise · The reveal · Scarves up at the Egyptian DJ directed the film.
The reveal itself was a social and in-person experiential launch, built out with Against. My part was the launch film: I directed the official jersey video that carried the drop, a film built to be posted, screenshotted, and worn, with Hummel on the kits.
"Don't reveal a jersey, reveal a piece of the city."
The idea behind the reveal
