/ A–Z

It’s not about the gear

A–Z is the brainchild of soccer superstar Zlatan Ibrahimović and Petter Varner, head of Norwegian clothing giant Varner. It represents the athlete’s first venture into the world of fashion.

Direction

Ibrahimović and Varner decided to create a brand. The purpose? To make sports apparel that breaks down the barriers of creed, colour and class. And they wanted Happy F&B on the team.

It’s all about the struggle, never quitting, never letting go.

Creation

A–Z is all about the struggle, never quitting, never letting go. The name and visual identity had to convey high performance gear, but with a very competitive price tag.

The brand represents the path – from novice to professional. From amateur to … Zlatan. We created a symbol – strength and simplicity rolled into one – as close to an anti-logo as we could come. And we chose gold as the primary colour. Not least because Zlatan is Serbo-Croatian for “the golden one.”