adidas’ renewed partnership with the South African Football Association ahead of the 2026 World Cup felt like a moment that needed more than a standard kit launch.
After a long time apart, this was an opportunity to mark the return properly, by creating something with depth, intent, and a clear point of view. That’s where we came in.
adidas South Africa approached SoccerBible to shoot the new home and away kits in a way that went beyond surface-level visuals. The objective was simple: immerse ourselves in the culture and build a story that reflects the richness of South Africa, while pushing the creative boundaries of how football kits are typically presented.
To do that properly, collaboration was key. We worked closely with Kabelo Kungwane, founder of Kasiflavour10, to ensure the project was rooted in real cultural understanding. Not just visually, but in meaning. Alongside that, Wanda Lephoto led the styling direction, helping shape a wardrobe that felt both authentic and progressive, pulling from a wide spectrum of South African identity.
From the outset, we structured the project into three distinct parts. A nod to the adidas three stripes, but more importantly a way to explore different facets of the culture without reducing it to a single narrative. Each setting allowed us to approach the kits from a different angle, while still feeling connected as one cohesive story.
The first was a Zulu-inspired shoot on the streets. Grounded, expressive, and closely tied to everyday life. Here, the focus was on how traditional elements and contemporary sportswear can exist side by side. Kasiflavour10’s approach is rooted in this kind of cultural fusion, where athletic silhouettes are layered with references to heritage, identity, and storytelling.
Details like cowrie shell belts, pleated skirts, taxi driver workwear trousers, and traditional accessories weren’t added for aesthetic, they carry meaning. They speak to status, stage of life, and a broader cultural narrative that sits behind the visuals.
The second part took us into a church setting, working with a choir to create a different kind of connection. Football and religion don’t often share space in this way, but in South Africa, faith, music, and community are deeply intertwined. Bringing the jersey into that environment allowed us to explore a quieter, more emotional layer - where the idea of belief shifts from religion to national pride. The contrast between traditional Zulu dress and the setting of the church added another layer of tension and depth to the story.
The final chapter moved to the beach, where the tone shifted towards a more elevated, fashion-led approach. This allowed us to present the kits in a more stripped-back, globally relevant context. Less about environment, more about silhouette, styling, and attitude. It provided balance to the other two chapters, rounding out the story with a perspective that sits comfortably within contemporary fashion and creative culture.
Across all three, the goal was consistent: to challenge the idea that football kits are purely performance products. Instead, we treated them as cultural artefacts. They’re pieces that can carry meaning, reflect identity, and connect different worlds.
That idea is also reflected in how Bafana Bafana play. There’s a blend of structure and flair, of global influence and local identity. This project aimed to mirror that by bringing together different South African subcultures, from amaBhinca traditions to township dance influences, and framing them through a modern creative lens.
As Kabelo Kungwane explains, Kasiflavour10 sees sportswear as a “layered story for expressing layered cultural narratives.” That thinking runs throughout the work. From beaded necklaces and iziqhaza earrings to umqhele headpieces and izingcú belts, each element has a purpose—often tied to ceremony, heritage, or personal milestones. Within this project, those signifiers also act as a metaphor for Bafana Bafana’s growth and progression as a team heading into the World Cup.
Shot by SoccerBible’s Pete Martin and Keane Shaw, the final output is a three-part editorial that looks to do more than showcase a kit. It’s about presenting South African football culture in a way that feels considered, collaborative, and creatively ambitious, giving the moment the level of attention it deserves.
