April 11, 2024 – Canadian Premier League (CPL) News Release
Toronto, ON – On the eve of its sixth season, the Canadian Premier League (CPL) announces its collaboration with award-winning visual storyteller Yis Kid on an iconic new photo campaign, which portrays its subjects in gravity-defying scenes to celebrate the battles that will play out over the League’s opening weekend, as well as amplify the innovative designs behind the CPL’s touted bespoke 2024 Macron kit collection.
The first photos from the new collaboration, which are available to the media here, dropped on Thursday, two days ahead of the kickoff of the 2024 CPL season. The images depict the battles that will take place over opening weekend on Saturday, April 13 and Sunday, April 14, as Atlético Ottawa takes on York United FC, Forge FC hosts Cavalry FC, Pacific FC meets Halifax Wanderers and Vancouver FC welcomes Valour FC.
In blending traditional techniques with digital innovation, the art that is inherent to the beautiful game is on display throughout the collaboration with Yis Kid, expressing the emotion and passion behind every skillful touch of the ball, crunching tackle and jaw-dropping play and reminding us all of the reasons why supporters don their favourite club’s kits.
The gallery also highlights the striking collection of kits that were created for the 2024 season alongside Macron, the CPL’s official league technical provider. The 2024 kit designs tell stories of community, resilience and triumph and support such important causes as food insecurity, truth and reconciliation and anti-bullying.
The full collection of images will be launched on the CPL’s social media channels throughout the 2024 regular season.
“We were inspired by the beauty of the game of soccer, as well as the beauty of the CPL’s 2024 kit collection, to entertain, to try new things and to follow our own rules,” said Tiffany Swiney, Owner, ROT$ Worldwide, the CPL’s creative agency.
“In collaborating with Yis Kid on this unique collection of images celebrating the 2024 CPL season, we are bridging the divide between art and sport and proving inspiration can be found anywhere, especially on the field.”
Yis Kid, a Spanish-born, London, England-based photographer who was featured on Dazed 100’s definitive list of the next generation of creatives in 2023, makes his first foray into the sports landscape with this collaboration, after mainly working in the fashion space with such brands a Gentle Monster, Mowalola and LN-CC,…
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