Audi Summer Tour 2026: Local artists design special shirt printing for FC Bayern

For the Audi Summer Tour 2026, FC Bayern created special-edition namesets for Jeju and Hong Kong – each with a deep connection to the local culture. In collaboration with HYPEBEAST and adidas, designs were created that incorporate local craftsmanship, symbols and artistic styles. Jeju and Hong Kong were each given a distinct visual language that extends beyond matchday: city posters, shirt printing and on-site installations brought the host cultures directly into FC Bayern’s visual identity.

Gime paper craft on the FC Bayern jersey

In Jeju, FC Bayern worked together with HYPEBEAST Korea and artist Dohhee Kwon. The basis of their design was the traditional Jeju paper craft ‘Gime’, which is associated in the local culture with happiness, health and protection. These meanings flow into the design of the names and numbers on the back of the Bayern shirt, turning a functional element – the shirt numbers – into something that makes Jeju and its traditions visible.

A dedicated Jeju graphic identity was developed to accompany the project. The “HELLO JEJU” city poster featuring Minjae Kim set the tone for the visit, while other graphic line-up designs echoed this style. The adidas jersey photoshoot on Jeju, featuring players such as Josip Stanišić and Nene Brown in local settings, showcased the special printing in the context of the island itself – the very place where the themes originated.

On matchday, too, the connection to Jeju was noticeable. After the game, Jonathan Tah was handed a piece of Gime artwork as a personal gift and lucky charm for the whole team. The scene and the reactions demonstrated how close the tour brought the club to the local people. The Jeju-specific products sold out quickly, and the comments from Korea expressed a lot of approval for how FC Bayern handled the island culture.

FC Bayern adopted the same approach in Hong Kong, with a signature style for the city. The “HELLO HONG KONG” city poster, developed in collaboration with HYPEBEAST, depicted the city using typical characters and colours, while clearly referencing the urban environment.

A key component was the unique back print designed by Hong Kong-based artist Kristopher Ho in collaboration with HYPEBEAST. He used ancient Chinese jewellery and ornamental motifs as the basis for the design of the shirt numbers, thereby directly incorporating Hong Kong culture onto the back of the jersey. Luis Díaz, Hiroki Ito and Tom Bischof showcased the design during the adidas home jersey shoot in Hong Kong.

Enthusiastic fans in Jeju and Hong Kong

A further element of the Hong Kong campaign was the HYPEBEAST event at Belowground HK, where Tah met Ho and fans had the opportunity to see the shirt, back print and creator in the flesh. The encounter demonstrated how closely football and the local creative scene were intertwined in this project.

Fan feedback across both markets was overwhelmingly positive. In Jeju, the fusion of Gime tradition and the Bayern jersey was perceived as a genuine engagement with the island's culture, while in Hong Kong, the symbolism and mythology featured on the back of the shirt were recognised as a clear reference to the city. At the same time, the demand for the limited-edition shirts highlights the impact such authentic special editions have on fans.

The projects in Jeju and Hong Kong illustrate how FC Bayern implements its internationalisation strategy in detail. The Audi Summer Tour 2026 was used as a platform for collaboration with the people in the area. Local artists shaped the graphic themes and special shirt sprinting, with their creative input flowing directly into the kit design. Jeju and Hong Kong were presented by FC Bayern as hosts with their own distinctive style – visibly displayed on the players’ backs.

All you need to know about the Audi Summer Tour 2026: