In collaboration with renowned British photographer Sam Gregg, known for his work with some of Europe’s leading football clubs and global fashion brands, FK Partizan and Kappa are unveiling a new visual campaign that, through an authentic artistic expression, highlights the club’s deeply rooted identity and its unbreakable connection with the city.
The photographs were taken at authentic locations across Belgrade – in courtyards, on streets, and rooftops, among ordinary people and Partizan supporters – beautifully illustrating what FK Partizan represents: heritage, emotion, and a sense of belonging passed down through generations.
“Belgrade and Partizan are inseparable – the spirit of the city is reflected in the black-and-white passion for the club,” said Milka Forcan, Vice President of FK Partizan.
“Working with a top-tier photographer brings a special artistic dimension, capturing the emotion and sense of belonging that unite fans and the city. This story goes beyond football – it’s about a distinctive subculture, about people who grew up with the club, and those who will shape its future.”
Photographer Sam Gregg, known for his documentary and humanist style, merged sports motifs with artistic sensibility in a series of portraits that portray Belgrade as a city of contrasts, energy, and pride – a place where fans live the Partizan spirit every day.
“Belgrade has a raw and honest visual energy. I wanted to capture that emotion for Partizan through daily life – through its people and the city where the club lives,” said Sam Gregg.
The collaboration with Kappa further emphasizes the importance of authenticity and preserving identity.
“We are proud to collaborate with such a great club as Partizan,” said Alessandro Boglione, CEO of BasicNet Group, which owns the Kappa brand.
“We deeply understand what Partizan means to its fans, as well as the strong connection they share with our brand. Our approach to football and sport has always been different – we aim to tell authentic stories that reflect the identity of the clubs we partner with.”
