KICKZ has been in the hands of a “By Ballers for Ballers” management team again since March of this year, and in the last few months has made greater efforts to reconnect with the brand’s cultural roots – and will continue to do so.
At the end of this first year of transition and adaptation to the pandemic, KICKZ is setting an example for the future by recalibrating the appearance by redesigning the brand logo and the entire corporate identity. After more than 25 years, it’s time to shuffle the cards again …
The challenge of change was entrusted to brand design and communication guru Mirko Borsche, who is also a friend and neighbor. Bureau Borsche and KICKZ headquarters are just around the corner from each other in Munich’s busy central station district. In the past few months, Borsche and his team, whose references include Balenciaga, Givenchy, Inter Milan, Nike Basketball, Nike Running, Rimowa, Supreme, The Face and Zeit Magazin, have developed different approaches for the new look of KICKZ.
After a series of joint feedback sessions, KICKZ decided on the disruptive and unconventional choice. A two-layer logo with an infallible foundation – crossed with a rebellious overlay reminiscent of hieroglyphics on old stone tablets or cave carvings. The result is an extremely variable logo that can be used in a variety of flexible ways depending on the occasion. Simple or sporty, withdrawn or loud, combined or separated, colorful or monotonous. In its full form, the new logo exudes a cheeky attitude. A unique aesthetic reminiscent of the bulky look of the original logo. A brand identity that declares performance as well as premium – and sport as well as culture. The front end of the online shop will first be adapted to the revised corporate identity and will combine its premium web channel with KICKZ.com under the new banner from December 9th, 2020. The eleven KICKZ stores will follow in 2021.
To kick off the partnership, KICKZ will launch a limited capsule collection on December 11th, 2020, which was created in collaboration with Bureau Borsche and includes cotton items (T-shirts, hoodies, crewnecks) as well as headgear and of course basketball mesh shorts. A lavishly produced tribute video is about to be released, in which the logo launch is celebrated together with a crew of KICKZ-Ballern and an exclusive beat production.