This weekend, G-STAR launches a new campaign with PSV-player Joey Veerman. The campaign goes live ahead of the Dutch national team's first match. It starts with a topic that has followed Veerman throughout the past season: character.
Over the past season, Veerman has frequently been the subject of debate — not only because of his performances on the pitch, but also because of comments about his personality and character. For G-STAR, that discussion became the starting point for a campaign about individuality, honesty, and staying true to yourself.
“Character isn't made. It takes shape over time. That's what we see in Joey. And it's what makes denim special too — it only gets better with age.”
- G-STAR
The campaign was shot on the dike in Volendam. Veerman, head to toe in G-STAR denim. One message sits at the centre of it all: DENIM WITH TRUE CHARACTER.
"I'm not the type to pretend to be someone else just to keep people happy. You are who you are. So when G-STAR called, I picked up."
- Joey Veerman
G-STAR makes denim for people who follow their own path. This isn't a football story. It's a story about the person behind the player.
