NEW BALANCE - FOR THE LOYAL
Hard Facts:
Not all of our murals are created on-site. For New Balance and Bayer 04 Leverkusen, the artwork was first prepared as a multi-part installation in one of our artists’ studios, where it was assembled piece by piece by hand.
Photorealistic portraits of real fans were created on large-scale surfaces—hand-painted using spray cans, stencils, and a great deal of precision work. Through a combination of reference images, layers, and finely crafted details, individual segments gradually came together to form a motif designed to convey one thing above all else: a genuine connection to the club they love.
The finished elements were then transported to Leverkusen and assembled into a single installation right in front of the stadium.
Just in time for match day, the installation became part of the stadium experience and put the spotlight on the very people who keep Bayer 04 going week after week: the fans. And they thought our mural was phenomenal.
Instead of a traditional campaign image, the artwork features real fans wearing the new Fourth Kit—large, prominent, and right in front of the BayArena. Amid the journey to the game, the anticipation, and the excitement of the stadium, the installation became a photo spot, a gathering place, and a visible statement of loyalty.
A jersey launch right where it belongs... In front of the stadium, right in the middle of the fans!
For the loyal. ❤️🖤
