The Calomino Collection


The brief

The Admiral Sporting Goods Co. ‘Calomino’ collection is named after Boca Juniors and inventor of the ‘step over’, Pedro Calomino. The winger plied his trade in the early part of the 20th century, around the time that the Buenos Aires club adopted their famous yellow and blue colours based on the Swedish flag of a vessel that sailed into the city’s ‘La Boca’ port. We wanted to find a way to weave this story into a shoot for the collection.

How we did it

We couldn’t go to Buenos Aires because of travel restrictions, but we found a perfect ‘lookalike’ location in the north west of England. New Brighton in Merseyside bears more similarities to the La Boca barrio of the Argentine capital than you might think. Both sit at the mouth of mighty rivers, both are adorned with colourful street art, and both are hotbeds of football passion. The images and video from the shoot were used to promote the collection across a social campaign and in press releases, as well as an editorial feature in Proper Magazine.

(c) Proper Group 2022