The City in Every Thread

Jef Boes brings KAA Gent’s 2026/27 shirts to life through the people, places and spirit of Ghent

A football shirt is more than something you wear. It holds memories, represents belonging and connects generations of supporters to their club and city.

For the launch of KAA Gent’s 2026/27 shirts, Jef Boes stepped in as Creative Director and developed a visual story rooted in that connection. Moving from the intimacy of the studio to the raw atmosphere of the stadium, every photograph and film reveals another part of the same narrative: a club shaped by its city and carried by its people.

Powerful portraits, tactile details and human gestures form the campaign’s visual language. Hands, fabrics, faces and familiar surroundings transform the shirts into symbols of pride and identity. Jef shaped the photography and direction, while supporting the social media team in translating the concept into a consistent story across every platform.

The campaign travelled beyond the pitch, through social media, the club shop, a dedicated campaign book and the STAM, where the shirts became part of Ghent’s wider cultural story.

From the city. For the club. Worn with pride.