The Eternal Jersey

A jersey as immortal as the passion of its supporters

IFK Gothenburg is one of Sweden’s oldest and most prestigious football clubs. For generations, the club has represented more than sport. It is an identity passed down through families, deeply rooted in tradition, pride and a sense of local belonging.

However, over the past decade, the team’s performance on the pitch has steadily declined, with the club ending the previous season close to relegation. As results worsened, the pride of being an IFK supporter began to fade. This decline was reflected in jersey sales in previous years, which had weakened alongside on-field performance. To launch this year’s match jersey, IFK Gothenburg set out to honor the eternal passion of its supporters – by truly immortalizing it.

The new jersey was unveiled through platinum printing, a unique printing technique selected for its historical significance and archival properties. Unlike conventional offset or digital printing, platinum prints embed the image into the paper fibers, resulting in exceptional longevity and subtle tonal richness. The process is slow, meticulous and rare, producing photographs with a depth and range of tone that almost appear three-dimensional.

These photographs became the centerpiece of the campaign and were exhibited at a local art gallery, reframing the launch as an act of cultural preservation rather than a commercial activation. The event attracted supporters from across the city. Supporting digital communication extended the reach of the physical production while maintaining the focus on the craftsmanship and material integrity behind the work.