Scottish brewery BrewDog has created a special edition football shirt to address the numerous controversies surrounding the 2022 FIFA World Cup in Qatar.
Developed in partnership with London-based creative agency Saatchi & Saatchi, the ‘free love shirt’ is a artistic patchwork paying homage to all the things that FIFA and the Qatari government tried to ban during the tournament.
Highlighting the repressive treatment of the LGBT community during the tournament, with any attempt to show support quickly quashed, the shirt brings together iconic protest symbols from the event – such as OneLove armbands, Welsh rainbow bucket hats and the Danish and Belgian protest training kits.
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“We are proud to have taken a stand for what we believe in and to have been able to support some great charities in what is incredibly important work,” BrewDog CEO and co-founder, James Watt said.
Members of the public will be able to purchase the shirts via BrewDog’s website, with all proceeds going to selected human rights charities.
The activation follows on from BrewDog’s Qatar 2022 anti-sponsorship campaign launched last month, with a series of out-of-home assets produced criticising the potent moral and political issues around hosting the World Cup in a totalitarian theocracy.
