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Video/Gallery: New partnership is picture perfect with distinctive street art design

Aston Villa announce Kappa as Principal Partner 5 things to know about Kappa: Mighty Milan, Cruyff class, Zizou magic and much more
Video/Gallery: New partnership is picture perfect with distinctive street art design
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Aston Villa and Kappa are picture perfect together – as you can see from this distinctive claret and blue street art design.

The illustration celebrates the new partnership, announced today – and marks the 50-year anniversary of the iconic Kappa logo.

The faux street art wall, a temporary structure for this project and placed close by Villa Park, illustrates Kappa’s desire to bring Birmingham’s burgeoning reputation as an arts and lifestyle hub to life - positioning Villa and Kappa as the beating heart of the city’s vibrant culture.

Check out our behind-the-scenes gallery by clicking the icon top right.

KappaGallery9The Kappa brand and its logo are founded on equality, while Birmingham itself has one of the most culturally diverse communities in the UK.

This theme of equality is very much apparent in this mighty mural – as we feature players from the men’s and women’s sides in three distinctive categories – management team, player captains and homegrown talent.

They include Dean Smith and Gemma Davies, Jack Grealish and Kerri Welsh as well as Andre Green and Jodie Hutton.

KappaGallery2As well as showing respect for equality, we also wanted to celebrate the urban street art culture prominent within Birmingham - with Digbeth recognised as one of the most visited street art areas in the UK. This theme also mirrors Kappa’s brand - exciting, fashionable and urban.

Another key part of this project was a desire to highlight Kappa’s commitment to the area. 

They will be launching ‘Kappa in the Community’ during their time with us - a project which will focus on regeneration, with improvement works on facilities such as the basketball pitch on Witton Lane Gardens in the pipeline.

Who are Kappa?

Kappa have previously worked with the likes of Juventus, Barcelona and AC Milan during hugely successful periods in their history.

Kappa have a long-standing tradition of producing some of the most iconic and fashionable kits in world football and wanted to expand their football DNA with other iconic clubs.

Clearly, Aston Villa were the perfect fit!

Kappa started life as an Italian fashion brand back in 1916 called “Società Anonima “Calzifi cio Torinese”.

PRKappaIn 1958 the brand Kappa was born, becoming the leading socks and underwear producer on the Italian market – while in 1969 the iconic logo was born.

During a photo shooting for a Beatrix swimsuit catalogue, in a backlighting shot of the silhouette of a boy and girl sitting back to back, Maurizio Vitale spotted the image destined to become Robe di Kappa’s crisp, neat logo.

In 1978, the brand moved into sportswear after realising a growing need for the young to reinterpret freedom through clothing.

In 1979, they entered the football world by sponsoring Juventus - the first brand in Italy to do so, fully aware of the importance this sport has for the masses.

In 1981, Kappa sponsored the world-famous New York Marathon crossing the Atlantic for the first time while 1983 marked the beginning of a 10-year sponsorship of the US Track and Field Team.

EdMosesAt the Olympics in Los Angeles and Seoul, athletes like Ed Moses (pictured) climbed one podium after another, wearing threads from Kappa.

In 1999, Kappa realised the dream of sponsoring the Italy national football team.

They’ve also done collaborations with high fashion designers such as Burlon and Paura.

Kappa also think it’s really important to connect with the local community, based in their roots of Largo Maurizio Vitale in Turin: “The man who wrote a chapter in the history of our city, reflecting, a quarter of a century ago, on how today, with effort, one can strive to plan the future of Turin”. 

That’s why they are so determined to do the same and set up roots with regeneration project in Birmingham, Aston and Witton. 

AVFC Official
By @AVFCOfficial 20th May 2019