Aston Villa's New Kit Launch: A Creative Collaboration with Rock Legends

Aston Villa's latest home kit launch has garnered significant attention, thanks in part to the creative direction of Charlie Parker from Homeground, the agency tasked by Adidas with the project. Parker reminisced about his teenage days washing cars outside Villa Park, which inspired the choice of Black Sabbath’s "Paranoid" as the walk-out music for the kit reveal. The collaboration took an unexpected turn when Ozzy and Sharon Osbourne suggested featuring their dog, Bugzy, in the Villa kit, adding a unique touch to the campaign. The partnership between Aston Villa and Adidas marks a new chapter for the club, following a controversial split from their previous kit manufacturer, Castore. Parker noted that the excitement surrounding the new collaboration was palpable, with hints of something special on the horizon when Adidas secured the partnership. The creative team faced challenges during filming, particularly with scheduling conflicts involving Villa's manager, Unai Emery, and the need to capture the essence of the club's spirit. The filming process included a memorable moment with bassist Geezer Butler, who expressed a desire to connect with the football environment at Villa's training ground, Bodymoor Heath. Parker highlighted the humorous aspect of Ozzy shouting "Sharon!" reminiscent of their reality show, which added a lighthearted element to the project. The campaign has resonated with fans, leading to the fastest-selling kit in Aston Villa's history, showcasing the successful blend of sports and rock culture.