ADIDAS X JFF: Commercial Partnership
- Jellis De Prins
- Mar 6
- 3 min read
Updated: Mar 7
B2S Group and the adidas x JFF Partnership: A Historic Collaboration in Sports Business
Jamaican football has entered a new era, one defined by world-class design, global recognition, and a renewed sense of ambition. At the heart of this transformation stands the groundbreaking partnership between adidas and the Jamaica Football Federation (JFF), a deal in which B2S Group played a key role.
A Partnership Rooted in Culture and Excellence Working alongside adidas and the JFF, B2S Group contributed to the development of the 2024/2025 Matchday Collection, which features stunning new Home, Away, and Pre-Match jerseys. Inspired by Jamaica’s rich history, the new kits proudly feature national symbols such as the island’s bird and flower, bringing the country’s essence to the global football stage.
This creative concept, aptly named “Football Paradise,” highlights the unique spirit of Jamaican football. The campaign, developed by adidas’ creative agency Homeground, was strategically designed to resonate across multiple platforms, including social media, public relations, retail, and e-commerce. It also featured high-profile collaborations with Jamaican superstar Shenseea, who helped amplify the collection’s launch by wearing the new jersey and previewing a track from her upcoming album. This vibrant campaign underscores the synergy between sports, culture, and entertainment.
Supporting Global Impact B2S Group played a key role in executing the production of the photoshoot for the campaign launch. Directed by Wouter Biesemans and produced by Be A Legend, the shoot captured the essence of the Reggae Boyz and was conducted earlier this year in Dallas, Texas. The resulting visuals perfectly encapsulated the energy and pride of Jamaican football, further fueling excitement among fans worldwide. The launch was supported extensively across adidas’ local and global platforms, as well as by key partners and the Federation. The campaign reached new heights with its feature at the “Futbol Society” pop-up event in New York City, helping to boost the collection’s visibility in the North American market.
A Bright Future for Jamaican Football Adidas’ commitment as the official supplier of the Reggae Boyz for the next four years will see Jamaica’s teams donning the iconic three stripes in major tournaments, including the FIFA Women’s World Cup™, the 2024 Summer Olympics, and the FIFA World Cup 2026™.
This collaboration reflects a renewed hope for Jamaican football, reigniting dreams of World Cup success and strengthening the nation’s global presence. Marlon Gilbert-Roberts, co-founder and CEO of B2S Group, and Fitzroy Simpson, a key business partner, were pivotal in securing this landmark deal. Their dedication and expertise have been instrumental in elevating Jamaican football to new heights.
Celebrating a Shared Vision At B2S Group, we are proud to have partnered with adidas and the JFF to create a collection that not only celebrates Jamaica’s cultural heritage but also inspires a new generation of athletes and fans. This collaboration represents our commitment to fostering innovation and excellence where sports and business intersect. We look forward to continuing our mission of creating value for stakeholders in the sports world and supporting the growth of Jamaican football on the global stage.
At B2S Group, we are honored to contribute to projects that push the boundaries of sports and business. Want to learn more about how we help brands and federations create game-changing partnerships? Contact us today.
Comments