Founder of @DilleyStudio. Clients include @Wimbledon, @MLS, @ColumbusCrew, @CanterburyNZ. Former Designer @adidasfootball. All views are my own.
Hertfordshire
Joined June 2010
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For two years, adidas have been building demand around one logo.
First five clubs and select anniversary releases, then the World Cup and now what appears to be every club away kit.
This is brand strategy at it's finest and one of the clearest examples of scarcity and product positioning leading to commercial scaling and return we’ve seen in football apparel. It's a real testament to everyone involved.
I broke the strategy down:
- Why I think it worked
- Why it was worth protecting
- Why I think 26/27 changes everything
- What I think adidas could/should do next
High Press is a new series analysing strategy, branding and design across football. This is edition 1.
I’d be interested to know whether you agree with the conclusion.
It’s because EA use 2D CADs rather than actual kits as a reference because they need to create the kits before they’re released.
𝑬𝑨 𝑺𝒑𝒐𝒓𝒕𝒔 𝑭𝑪 𝟐𝟕 𝑭𝒆𝒂𝒕𝒖𝒓𝒆𝒔 𝑰𝒏𝒄𝒐𝒓𝒓𝒆𝒄𝒕 𝑲𝒊𝒕 𝑪𝒐𝒍𝒐𝒓𝒔 𝒂𝒏𝒅 𝑫𝒆𝒕𝒂𝒊𝒍𝒔
While EA Sports FC 27 features an almost complete lineup of officially licensed uniforms, we frequently notice subtle and not-so-subtle inaccuracies in the virtual game. From dull, muted color shades to missing trim elements and mismatched kit parts, the default representations often stray from what players actually wear on the pitch.
Kit creator and modder RODE (@RODEMODS) has taken on the task of correcting these persistent visual flaws in his FC 27 mod package, developed using modding tools made possible by FIFER. The project specifically focuses on adjusting kit colors, patterns, and trims across multiple prominent clubs.
A comparison showcase highlights several striking examples where the base EA Sports FC 27 kit designs fall short. Liverpool's 26-27 home kit originally appeared in a dark-red shade that fails to match the real-life appearance; the modification restores the club's signature vibrant red across the shirt, shorts, and socks.
Ultimately, the use of ai is convenient to a lot of grassroots club and some don’t see the value.
What I’d say is that if 90% of people viewing your graphics think they’re below the standard expected because of the use of ai, they’re also thinking your club is below the standard expected.
Social graphics are just one of the ways in which clubs interact with fans, volunteers and members. A club should want every interaction, physical and digital, to represent the club in a positive way.
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Marcus Dilley retweeted
Our team at @SKCCreative is expanding!
We're looking for someone with previous sports graphic design experience who can hit the ground running.
Come build with us in The Blue Hell: teamworkonline.com/soccer-jo…
Marcus Dilley retweeted
For two years, adidas have been building demand around one logo.
First five clubs and select anniversary releases, then the World Cup and now what appears to be every club away kit.
This is brand strategy at it's finest and one of the clearest examples of scarcity and product positioning leading to commercial scaling and return we’ve seen in football apparel. It's a real testament to everyone involved.
I broke the strategy down:
- Why I think it worked
- Why it was worth protecting
- Why I think 26/27 changes everything
- What I think adidas could/should do next
High Press is a new series analysing strategy, branding and design across football. This is edition 1.
I’d be interested to know whether you agree with the conclusion.
Love these but cannot unsee that they haven’t cut the thread between the letters on the Del Campo embroideries
One of the joys I’ve had recently is getting back on the pitch playing football again with the team I help run, @KimptonRovers.
This preseason, I’ve been fortunate enough to play with a fantastic group of lads and for the first time, competitively, in 20 years. Although rusty, it’s funny that in life, there’s some things that never leave you.
As the season approaches and knowing I’m heading for Qatar soon, I’ll be leaving with 4 goals in 4 preseason matches.
Thank you to everyone at the club for allowing me to rediscover my love for playing the game. – at Kimpton, England
Marcus Dilley retweeted
Next Match
Our ERWFL campaign kicks off this Sunday as we welcome Harpenden Town to The techsoc.com Stadium.
After a strong pre-season, we can't wait to get the league campaign up and running and start the season with all three points.
COME ON ATLÉTICO!
Way to early to be going back to the well on this one.
From a business point of view, I’m not sure why you’d buy this if you already own the 21/22 version.
Shining on set. ✨
Introducing the @adidasfootball 26/27 Third kit, available now.
📸 Shot in collaboration with @LowerNorthBank
A new project for MLS All-Star 2026.
My second project like this after Austin 2025 and, quite honestly, one of my favourite in recent times.
𝗠𝗟𝗦 𝗔𝗹𝗹-𝗦𝘁𝗮𝗿 𝟮𝟬𝟮𝟲
High Intensity was a creative direction and consumer products toolkit developed the event in Charlotte, bringing together expressive typography, bitmap texture, movement and regal references to the Queen City.
dilley.studio/work/mls-all-s…
Who wants to start a new governing body of world football with me?
theguardian.com/football/202…
Might be a first for me.
All-Star wordmark and crown logo I created for MLS being used as part of a mural.
It’s crazy how distant the current LA edition of the Rams feel to the St Louis version.
Feel like completely different franchises.
The Trefoil contines to expand beyond sport and now into performance training.
news.adidas.com/Training/adi…
Cut and sew stripe on this kit is WILD.
Cannot see the benefit of it, at all.
If anyone has one, let me know the comfort level when wearing it. Are the seams noticeable?
𝐋'𝐡𝐢𝐬𝐭𝐨𝐢𝐫𝐞 𝐬𝐞 𝐩𝐨𝐫𝐭𝐞 𝐞𝐧 𝐛𝐥𝐞𝐮 💙
Le nouveau maillot domicile @adidasfootball 26/27 est disponible 🆕
Direction la boutique en ligne 👉 urlr.me/D57dQk
🤝 @adidasfootball @adidasFR
𝟮𝟬𝟮𝟰/𝟮𝟱 - 𝗟𝗜𝗠𝗜𝗧𝗘𝗗
The Trefoil returned to adidas performance football for the 2024/25 season, appearing across five of the brand’s flagship clubs: Manchester United, Real Madrid, Arsenal, FC Bayern and Juventus.
The strategy was deliberate: by limiting the Trefoil to a small group of clubs, adidas created scarcity and, with it, desirability.
Each shirt became a platform to bridge elite performance with fashion and football culture. Designed to perform on the pitch, but with enough cultural relevance to be worn beyond a matchday.
By limiting the Trefoil to just five clubs initially, followed by select releases, adidas created exclusivity. It gave supporters of every other adidas club a reason to want it, creating anticipation for when their club might eventually receive the same treatment.
If you'd like this in PDF form you can download it here:
dilley.studio/high-press/wha…
