Concept · Art direction · Photography · 2026
From a local shirt to world news.
An away shirt honouring Sint Rosa — patron saint of both Sittard and Peru. We built the campaign around it: the concept, the art direction, the photography and this interactive globe. From a local shirt to a story that travelled half the world.
01 — The story
One saint, two cities, 355 years.
Rosa of Lima is the patron saint of Peru — and, since 1669, also the patroness of Sittard, invoked during a plague and dysentery epidemic. That shared story lives in every detail of the shirt: a rose motif, a typeface drawn from the curved and pointed shapes of the Sint Rosa chapel, and her image beneath the collar.
02 — The design
Drawn from the chapel.
Burgundy red, a rose motif and a bespoke, chapel-inspired typeface that turns every name and number into a monument.
03 — The photography
Players among the lavender — warm, cinematic, close to the club. Imagery that loads the shirt with the calm and pride of the city.
04 — The world answered
The shirt went viral in Peru: Spanish-language videos were viewed millions of times and even the parish of Santa Rosa de Lima shared it. Over 10% of online orders went abroad — from Peru and the US to Sweden and Australia.
Picked up by
16
Countries · 5 continents
10%+
Orders shipped abroad
5M+
Views worldwide
What we delivered
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