FC Groningen
THREADS OF
In 2025 it was 20 years since FC Groningen last played in the old Oosterpark Stadium. To mark that milestone I designed a third shirt that pays tribute to the club’s former home. The shirt is full of details rooted in the club’s old home: a traditional cut, woven Oosterpark lettering, and collar and cuff patterns inspired by the steel bars of the original stadium sign. On that design foundation, we built a campaign that connects past and present through raw, early-2000s-styled black-and-white imagery featuring current players, club legends and local youth.
Role: Design & Art Direction
Photography: Ewoud Rooks
Videography: Daan Oosterhuis
Styling: Olaf Boonstra
Year: 2025
THREADS OF
OOSTERPARK
In 2025 it was 20 years since FC Groningen last played in the old Oosterpark Stadium. To mark that milestone I designed a third shirt that pays tribute to the club’s former home. The shirt is full of details rooted in the club’s old home: a traditional cut, woven Oosterpark lettering, and collar and cuff patterns inspired by the steel bars of the original stadium sign. On that design foundation, we built a campaign that connects past and present through raw, early-2000s-styled black-and-white imagery featuring current players, club legends and local youth.
Role: Design & Art Direction
Photography: Ewoud Rooks
Videography: Daan Oosterhuis
Styling: Olaf Boonstra
Year: 2025
BEST SELLING
shirt on one day ever3500+
shirts sold in the first week
WHERE THE LOVE FOR THE GAME KICKED OFF
For the campaign we returned to the neighbourhood where the club’s first stadium stood for decades. A place that shaped the identity of the club and its supporters. Together with former players and young Oosterparkers, we hung out on Goudenregenplein and kicked a ball around on Kamperfoeliestraat. Familiar streets, just around the corner from club history.
Shot by Ewoud Rooks on a Monochrom Leica and filmed by Daan in nostalgic 4:3 with a mix of vintage lenses and true 2000s camcorder footage, the campaign recreates the unmistakable texture of the era. Styled by Olaf with tracksuits, flip phones and sidewalk-parked cars, the film follows young fans drifting into the collective memory of FC Groningen’s supporters. Because the old stadium may be gone, but it never really left us.
For the campaign we returned to the neighbourhood where the club’s first stadium stood for decades. A place that shaped the identity of the club and its supporters. Together with former players and young Oosterparkers, we hung out on Goudenregenplein and kicked a ball around on Kamperfoeliestraat. Familiar streets, just around the corner from club history.
Shot by Ewoud Rooks on a Monochrom Leica and filmed by Daan in nostalgic 4:3 with a mix of vintage lenses and true 2000s camcorder footage, the campaign recreates the unmistakable texture of the era. Styled by Olaf with tracksuits, flip phones and sidewalk-parked cars, the film follows young fans drifting into the collective memory of FC Groningen’s supporters. Because the old stadium may be gone, but it never really left us.
