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A-Z by Zlatan
Zlatan Ibrahimovic

A-Z by Zlatan

Advertising
Show Your Inner Gold, is A–Z Sportswear's latest campaign featuring Zlatan Ibrahimović promoting a new line of A–Z boxer shorts. The campaign concept was built on the underwear’s inner gold waistband which serves as a metaphor for every athlete’s inner gold.

Internationally acclaimed music video director, Timothy Saccenti directed the film which features Zlatan jumping rope to a song called, Gold. The song was written and scored by two-time Swedish Grammy winner, Erik Lundin. The lyrics of the song are about gold symbols that are often associated with success. The film concludes with Zlatan himself telling us that there is only one gold that matters – your inner gold. In addition to the film, the song was also made available on Spotify and has been played almost half a million times.

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When we launched the new line of A–Z underwear, we wanted to make a big splash. The focus of our communication was to introduce a new exciting range of colors to the A–Z brand. Of course, the underwear still showcases the iconic gold inner waistband, but now you can show your inner gold in a wider range of complementary colors. As with everything from A–Z, simplicity and clean design are at the heart of the product design and communication.

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