Client — Kraken
Role — Art Director / Designer
Agency — Wasserman
Old shirts. New colours. A different kind of exchange.
To launch Kraken’s new football partnerships with Tottenham Hotspur, Atlético de Madrid and RB Leipzig, we took the idea of an exchange beyond crypto and brought it directly to the fans.
The Kraken Kit Exchange was a travelling fan experience across London, Madrid and Leipzig, giving supporters the opportunity to trade in an old football shirt for a brand-new 2024/25 club shirt featuring Kraken’s new sponsorship.
My role focused on the Art Direction of the experience, helping shape a bold, visual identity as well as a transferrable fan experience that could travel consistently across three different clubs and cities while still feeling connected to each team.
At each stop, the Kit Exchange brought together supporters, football personalities and club legends, turning a simple shirt swap into a physical launch moment for Kraken’s new partnerships.
The shirts collected through the exchange were then donated and given a second life within local communities — adding a more sustainable, give-back element to the activation.
Alongside the live experience, we captured the events across all three cities, producing a series of social-first films and sizzle edits that extended the campaign beyond the physical activation and brought the energy of the Kit Exchange to a much wider football audience.
