Zlatan Ibrahimovic Debuts His Sportswear Brand A-Z With a Punchy Motivational Film

Swedish Player Aims to Take on Nike and Under Armour

Published On
Jun 10, 2016

Editor's Pick

Charismatic Swedish soccer star Zlatan Ibrahimovic has pronounced that he's taking on the likes of Under Armour, Adidas and Nike with the launch of his own sportswear brand, A-Z Sport, and the debut commercial certainly takes the fight to those brands.

The glossy black-and-white ad, created by Forsman & Bodenfors, opens with Ibrahimovic, standing in front of a cracked mirror, telling viewers they will "sweat, cry, scream, bleed" in their quest for sporting greatness "but giving up is never an option."

We see various young athletes push themselves to their limits in training, as he urges them to develop their own inner voice and not listen to the doubters. Of course it's the kind of message we've heard before, but Ibrahimovic's delivery is pretty powerful, and when he pronounces phrases like "rip out their tongues and let their words be your meat," it sounds like he really means it.

Philippe Tempelman at Indio directed the spot, which broke as Ibrahimovic unveiled the sportswear range in Paris this week. It will initially air in 11 countries, including Norway, Finland, Denmark, Germany, Holland, France, the U.K., Austria, Spain, Italy and Sweden.


Jun 10, 2016
Agency :
Forsman & Bodenfors
Brand :
A-Z Sportswear
Client :
A-Z Sportswear
Client Supervisor :
Jens Bonesmo
Client Supervisor :
Knut-Erik Kolberg
Art Director :
Karl Risenfors
Art Director :
Andreas Malm
Copywriter :
Rikke Jacobsen
Copywriter :
Karolina Widell
Account Supervisor :
Viktoria Wallner
Account Executive :
Katarina Kloftsten
Account Executive :
Jenni Fleki
Agency Producer :
Lena Sellman
Web Producer :
Stefan Thomson
Designer :
Christopher Ek
Designer :
Christian Sundn
Creative Planner :
Daniel Sjstrand
Director :
Philippe Tempelman
Director, Photography :
Mathieu Plainfossé
Editor :
Johan Wik
Production Company :
Executive Producer :
Johan Lindstrom
Producer :
Hampus Gunnarsson
Grade :
Tom Poole
Company :
Company 3
Sound Design :
Erik Olsson
Sound Design :
Red Pipe
Post Production :
Music :
Hkan Eriksson
Photographer :
Daniel Blom
Agency :
Producer :
Maria Somajo
PR :
Borg & Lundell

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