The Swiss luxury watchmaker Hublot has joined forces with KidSuper to unveil the groundbreaking pitch at KidSuper World in Williamsburg. This collaboration marks an exciting convergence of haute horlogerie, streetwear culture, and athletic passion.
The partnership brings together two brands that share an unwavering commitment to creative innovation and cultural disruption. Hublot, renowned for its boundary-pushing approach to watchmaking and sports partnerships, has found a natural ally in KidSuper, a fashion collective that has redefined American streetwear through artistic expression and athletic inspiration.
Colm Dillane, the founder of KidSuper, brings a unique perspective to this collaboration. His background as a former professional soccer player and accomplished artist provides an authentic foundation for this venture. The rooftop pitch embodies a philosophy where sport becomes art and community takes center stage.
“I’m thrilled to partner with Hublot, a brand I’ve long admired for its leadership in global soccer and creative innovation. As someone who grew up playing soccer in every city I lived in, this pitch is a dream project come true. Soccer helped shape my identity, so creating a space for the next generation in partnership with Hublot is surreal. It’s art, design, and sports coming together in the most authentic way,” said Colm Dillane, founder of KidSuper.
The inaugural project features a custom referee board designed specifically for the pitch by Dillane himself. This bespoke piece showcases the creative synergy between the two brands and hints at future collaborative projects blending timekeeping precision with artistic vision.
Hublot’s involvement in soccer goes far beyond traditional sponsorship arrangements. The brand has served as the official timekeeper for major tournaments and consistently partners with athletes who embody innovation and excellence. Its relationship with KidSuper is a natural evolution of this philosophy, targeting younger audiences who view sports differently.
KidSuper has gained international recognition for blurring the lines between fashion, art, and athletics. The brand’s aesthetic celebrates individuality while maintaining deep roots in football culture. This approach aligns with Hublot’s philosophy of fusion, which combines traditional watchmaking techniques with contemporary materials and designs.
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The Williamsburg location adds another layer of significance to this partnership. Brooklyn has become a cultural epicenter for emerging artists, designers, and creatives who are reshaping American fashion and lifestyle. The rooftop pitch places both brands at the heart of this movement.
Julien Tornare, Hublot’s CEO, emphasized the strategic importance of this collaboration: “KidSuper’s creative universe is bold, fresh, and full of purpose — just like Hublot. We’re thrilled to bring our shared values to life through this football pitch, where creativity meets community. Colm’s energy and vision are inspiring, and this partnership reflects our continued commitment to working with those who shape the future of culture and sport.“
The timing of this announcement reflects broader trends in luxury marketing where the traditional boundaries between industries continue to dissolve. Watch brands are increasingly seeking partnerships that extend beyond conventional luxury spaces because they recognize that achieving cultural relevance requires establishing authentic connections with emerging creative communities.
This partnership signals the brand’s evolution beyond pure horological excellence. While the company maintains its reputation for innovative timepieces, these cultural collaborations demonstrate a commitment to staying relevant to consumers of all ages.
The project also showcases how sports infrastructure can serve dual purposes in urban environments. The rooftop location maximizes limited city space, creating a unique venue that serves athletic and artistic functions.
Looking ahead, this partnership promises additional projects that will further explore the intersection of timekeeping, creativity, and athletic culture. The custom referee board is just the beginning of what could be an ongoing exploration of how luxury brands can meaningfully engage with grassroots creative communities.