Austrian Football Club Austria Wien Launches Viral Third Kit Inspired by Klimt's 'The Kiss'

Austrian football club FK Austria Wien has launched its third kit for the season with an unconventional and viral marketing campaign. The club, which recently eliminated Israeli side Beitar Jerusalem from the Conference League qualifiers, released a two-minute video featuring couples and families expressing love, connection, and shared memories, all centered around the new jersey.

The campaign video opens with the statement, "Love wears many forms," and showcases various relationships, emphasizing how connection transcends generations and creates lasting memories. The core of the video features five different stories: three couples and two families share their thoughts on the new Austria Wien shirt after being presented with it.

The campaign gained significant traction when romantic couples in the video shared kisses while wearing the new jersey, interspersed with scenes of families embracing. These visuals were incorporated into the club's broader advertising efforts.

The design of the third kit itself is inspired by Gustav Klimt's iconic Austrian artwork, "The Kiss." The club stated, "We are launching the new jersey inspired by art," explaining that the crimson shirt draws from the distinctive patterns of Klimt's world-famous masterpiece. The unique approach to the launch has successfully generated widespread discussion about the new jersey.