WEST SEOUL x EAST LONDON

This was a project that truly embodied the universal language of football—a global collaboration that brought together New Balance, East London’s Baiteze Squad, and South Korea’s Nivel Crack, led by its visionary founder Shinjae. From concept to completion, we designed, curated, manufactured, directed, and launched an entire capsule collection—a full-service project spanning continents, cultures, and communities.

At its heart, the collection celebrated grassroots football and the impact it has worldwide. Baiteze Squad and Nivel Crack represent more than just teams; they are cultural forces that inspire their communities. Pairing their stories with the global reach of New Balance created something extraordinary—a design narrative that felt authentic, powerful, and deeply connected.

The result? A sold-out kit and capsule collection that has become one of the most sought-after grassroots football collaborations of all time. It’s a project I’m incredibly proud of, not just for its success, but for the story it tells—one of football’s power to unite, inspire, and celebrate the communities that give it life.

The theme, Lions & Tigers, captured the essence of the collaboration. It symbolised the British Lions and the cultural diversity of the UK’s diaspora while celebrating the ingenuity and creative excellence thriving in South Korea, particularly in Seoul. It was a collision of worlds—East London meeting West Seoul in every sense, blending tradition and innovation, grit and flair.

This wasn’t just about creative direction; it was a fully immersive project. From branding and design to manufacturing and release, every detail was considered. The process was as meticulous as it was ambitious, with the collection traversing two continents to come to life.