KFC x Starry

The exclusive racer-style jacket collaboration between iconic brands KFC and Starry by PepsiCo features 2023 NBA MVP Jamal Murray.

Client

KFC x Starry (PepsiCo)

What

Brand Partnership
Product & Visual Design

Team

Riley Kalbus (CD)
Eddie Obrand (AD)
Jennifer Emery (Producer)
Kyle Bailey (PM)
Colin Defenbau (Photography)
Bryce Casper
(Senior Designer)
Chris Hatch (Product Development)

Project Link

https://shorturl.at/lVLbn (Forbes Article)

The creation of the limited edition racer jacket, inspired by NBA MVP Jamal Murray, KFC, and the Starry beverage by PepsiCo, was a meticulous and collaborative endeavor. The design of the jacket features a striking white core body complemented by KFC's signature red stripes across the sleeves and along the bottom half of the core body. Starry brand's vibrant yellow adds a bold touch with collar and zipper highlights on the front and pocket areas, creating a visually stunning and cohesive piece. The jacket is adorned with various patches and printed embellishments, including a blue double arrows patch, a Jamal Murray Worldwide patch, a large JM racer-style print on the back, and the KFC and Starry logos as patches on the inner left and right forearms. Additional details include Colonel Sanders' signature on the bottom hemline and a "27" with five stars for Jamal on the front chest.

Adding to the exclusivity and collectability of the jacket, each one comes with a set of enamel pins featuring the two primary Starry brand characters, Lemon and Lime, as well as a pin of the blue double arrow. Out of the 50 jackets produced, 27 were signed by Jamal Murray himself, further enhancing their value and appeal. These unique elements not only celebrate Jamal’s achievements but also seamlessly integrate the branding of KFC and Starry, creating a product that is both fashionable and deeply rooted in its inspirations.

The design process was a collaborative effort involving the NTWRK team, the creative teams at Starry and KFC, and Jamal Murray himself. This synergy ensured that the jacket's visual aesthetic was meticulously crafted to reflect Jamal’s personal style and the vibrant identities of the collaborating brands. Jamal's input was instrumental in guiding the overall direction of the jacket, ensuring it resonated with his fans and reflected his dynamic persona. To bring the design to life, Jamal wore the custom jacket in various promotional photographs, paired with the custom food pairing of KFC nuggets (a nod to his team, the Denver Nuggets) and a refreshing Starry beverage.

The jackets and pins were unveiled during a special live episode on the NTWRK app on October 19th, 2023, creating a buzz among fans and collectors. This event highlighted the unique collaboration and the creative journey behind the product, showcasing the blend of sports, fashion, and iconic branding. The limited availability and exclusive nature of the signed jackets added to the excitement, making the launch a memorable moment for all involved.

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