Club América 2025

A new era for azulcrema—built to honor legacy, and redefine it for a global stage. The brief was to define a creative direction that could carry this

transition across every touchpoint: from club positioning and brand guidelines to seasonal storytelling on and off the pitch. At the core was a

balance between heritage and continuing to push the boundaries of global football. The concept of modern nostalgia became the foundation:

reinterpreting iconic codes through a contemporary lens to create a system that feels both timeless and one of a kind.

Graphic elements within the overall brand design, typography, and motion were designed to scale across kit design, campaign moments, and cultural

activations, ensuring consistency without limiting expression. Working across disciplines, we established a framework that unified product

storytelling with brand narrative, bridging performance and lifestyle, sport and culture, local and global. The result is a foundation designed not just

for a season, but for legacy: a set of defining visuals and ideas intended to shape how Club América is seen, setting the pace for decades to come.

When thinking about what to create for this inaugural season, evoking the nostalgic age of Cuauhtémoc Blanco Bravo and the iconic kit known as “The Poncho”. This kit is reimagined for the home in its most simplified form, boiling it down to its essence. The pride I see in the eyes of the fans today is the reason we do what we do.

As for the away kit, this is my love letter to the Aguilas. The symmetric design is meticulously hand drawn. Inspired by Mexican culture, the Aguilas as well as Mexican pottery where each feather is adorned with its own unique brush strokes and carefully placed to create this one of a kind kit.

Club América Home 2025

30 years ago Cuauhtémoc Blanco wore the inspiration for this kit and it is as relevant today as it was then. The aim in 2025 was to give this iconic kit, the symbol of the partnership between Adidas and Club América, new life while preserving the same spirit and energy.

Keep it simple. Subtract. Only keep the essential. An explosion of color and passion told through precise geometry, radiating from the Club América crest. The graphic is as quintessentially Adidas and Club América  as the 3 stripes on the shoulder and the crest on the chest.

Club América Away 2025

This one of a kind kit represents many hours on procreate, the many people who made this kit a reality and now hopefully many Club América fans.

The goal was to make something distinctly Mexican, distinctly Club América. Each feather is hand drawn individually. Using a variety of clipping masks, building texture, each layer gives the kit depth and detail. The brush strokes on each of the smaller feathers on the sleeves, chest and shoulders are inspired by hand painted Mexican pottery. All the feathers vary in size, even creating a gradient on the sleeves. There are multiple types of feathers in the design, deriving from the club’s golden eagle mascot Celeste’s actual feathers.

The countless hours don’t compare to the response from the fans and the incredible launch. Seeing the kits lighting up CDMX and plastered across Times Square is priceless.

This is just the start.