Creative Soccer Culture

Talking About The adidas x Real Madrid Artist Pack II With The Creators, PichiAvo

Real Madrid and adidas recently revealed the second instalment in their Artist Pack series, and we caught up with the Valencia-based creators behind it, PichiAvo, to find out all about the story and influence behind it.

In the ever-evolving relationship between football and culture, few collaborations have managed to blend artistry and passion quite like the Real Madrid Artist Pack series. It debuted late last year with the first instalment, which came courtesy of a hook up with graffiti legend Zeta 1970, celebrating the intersection between art, sport and social inclusion. Now we get the second in the series – enter Pichi and Avo, the dynamic duo from Valencia whose unique fusion of classical art and graffiti has captivated urban landscapes worldwide. For the second edition of the Real Madrid Artist Pack with adidas, the pair have brought their signature style to the global stage, drawing inspiration from mythology, street culture, and the iconic legacy of Los Blancos.

This isn’t just a case of art for art’s sake; it’s a celebration of identity, history, and the collective moments that define one of the most legendary clubs in football. At the heart of their designs is the goddess Cybele, an emblem of Real Madrid’s triumphs and the muse behind their creative process. With graffiti-laden visuals and classical undertones, Pichi and Avo’s work encapsulates the spirit of the modern game while nodding to its roots.

We caught up with the duo to delve into their connection with Real Madrid, how mythology and street art collide, and the challenge of translating their vision into a project that fuses football with creativity.

First off, can you tell us how you became involved in the second edition of the Real Madrid Artist Pack with adidas?

Avo: Sure. We were actually contacted two years ago to see if we would be interested in being part of the project. Adidas had already worked with other artists such as Sen2 and Zeta, whom we know well. We were already following the projects that were being done and we clearly saw the connection of our work with Real Madrid through its iconic place of celebration, which is the fountain of the goddess Cybele, who, in Greco-Roman culture, is the mother goddess associated with fertility, nature and the protection of cities. It was easy to accept the invitation, it was the opportunity to pay tribute this deity.

The collection merges Real Madrid’s iconic DNA with your signature artistic fusion of classical and urban art. How did you approach combining these elements in your designs?

Avo: We wanted to approach the project from several perspectives. On the one hand, we explore the mythology represented by Cybele, a deity that we consider key to pay tribute to in a project like this. The Cibeles is not only linked to many of the joys of Real Madrid, but also fits as a figure of classical culture, in our artistic language. On the other hand, we worked on the aesthetic part of the composition, which includes numerous elements of graffiti, including words related to the club and emblematic colors associated with Real Madrid's shirts throughout its history. For us, this combination comes naturally, since our style is defined by the fusion of classical art – such as the figure of Cibeles – with urban art – represented by graffiti and tags. This mixture gives the Cibeles a vibrant "clothing", full of colour and with a marked urban character.

Pichi: We always seek to approach our projects from a mythological perspective, choosing the deity that best suits the message we want to convey. In this case, it was inevitable that the Cibeles would be the protagonist. All the champions and fans have celebrated their trophies at the fountain, and we think it deserves a prominent place in the project. The Cibeles has been our starting point, it was a key idea that was on the table from the first moment. 

What's your connection to Real Madrid? You're based in Valencia – was there any conflict or hesitation with taking this project?

Avo: There is no conflict, especially being artists. If you like football and are a sports lover, this is an opportunity to bring our vision to a new scenario. In addition, it coincides that my grandfather was a Real Madrid fan, and that, whether you like it or not, is something you have carried with you since you were a child.

Pichi: In my case, my paternal grandfather was a Real Madrid fan, and, in fact, my own nickname comes from a Madrid chotis. This creates a special connection with both Real Madrid and the city. The only doubt that arose was whether we would be able to contribute something really different from an artistic point of view, presenting an innovative proposal without losing our essence.

“The idea is that art and football are seen as parts of the same culture, capable of inspiring and exciting people. Our collaboration with adidas and Real Madrid reflects precisely that fusion, celebrating the passion and creativity that both worlds share.”

Your work often bridges classical art and contemporary graffiti. How did this fusion translate into the design of the Artist Pack?

Pichi: We are used to working with paint, whether it's spray, acrylic, oil, and even sculpture. Translating our essence to a digital plane represented a great challenge, but fortunately, together with adidas we managed to find a balance that allowed us to express our vision faithfully. Our design highlights the figure of the Cibeles as an icon of the classic dimension, merging it with graffiti elements that evoke the spirit of Real Madrid. To do this, we use keywords such as Hala Madrid, Respect and Honour, among others, which we consider fundamental to define the club and its values.

The Real Madrid Artist Pack aims to connect urban culture and football. How do you see these two worlds influencing each other in your work?

Avo: For me, football has always represented the game in the street: using the church door as a goal or painting with chalk to mark the areas and goals. The influence I see is direct, since we played football in the street, in a public space where sport, music and, over time, graffiti also came together. Virtually every element of hip hop was part of that experience, and certainly part of our urban culture.

Pichi: Also, both worlds are outdoors, and that creates connections that make the disciplines feel free. Football generates passions and feelings, just like art. It's about moving, making people feel, moving something inside people.

Real Madrid’s foundation uses these collections to support global social initiatives. How does knowing this impact your approach to creating for the project?

Avo: We face the project with even more conviction. The fact that the foundation is involved makes this work much more complete, transcending the creative and taking it to other levels. Hence the importance of representing the Cybele, a strong goddess associated with the protection of the city. As a mother goddess, she symbolises life, nature, and the ability to create, values that we believe are aligned with the principles of the foundation. Urban art has a very marked social dimension, it connects immediately with people, and that immediacy is something fundamental in our work. Knowing that this project supports social initiatives gives it an even deeper meaning.

Having started out on the graffiti scene in Valencia, how does collaborating with one of the world’s biggest football clubs feel?

Pichi: It's impressive to see how one of the most historic and important clubs in the world is committed to projects like this, giving visibility to artistic proposals born from graffiti. When you start out in this world, you never imagine who will support you or how far what you do can go. This collaboration leads us to reflect on our past and to deeply value this type of opportunity. Not only because of their magnitude, but also because of the possibility of transmitting our message to such a wide audience, which makes them truly valuable experiences.

You’ve mentioned pursuing your unique style through experimentation and blending art forms. Did this collaboration challenge or evolve your creative approach?

Avo: As artists, we are always looking to create something unique that represents us, and after years of experimentation and exploration, we have found our essence. This project has given us the opportunity to evolve even further, experimenting with mediums that we had not had the possibility to explore before. Seeing our creation on a piece of clothing, for example, is not something we are used to. Each project is a challenge in itself; it is a constant attempt to improve ourselves without losing that artistic DNA that defines us. This collaboration, in particular, has driven us to continue growing and strengthening our creative identity.

“Football generates passions and feelings, just like art. It's about moving, making people feel, moving something inside people.”

How do you see street culture and football intersecting in a broader social context, beyond this collection?

Pichi: We believe that these are synergies that fit very naturally, as both urban culture and football are authentic forms of expression that connect directly with people. Although these two disciplines are deeply related, we would love for art and football to converge even more in a broad context, making art reach an audience that, in many cases, perceives it as something inaccessible or boring. The idea is that art and football are seen as parts of the same culture, capable of inspiring and exciting people. Our collaboration with Adidas and Real Madrid reflects precisely that fusion, celebrating the passion and creativity that both worlds share. 

Finally, what do you hope fans and supporters of Real Madrid take away from this collaboration and your designs?

Avo: We hope that people can take the figure of the Cibeles home and that they do it with pride. It is a sculpture that symbolises victory for thousands of fans, and we would like it to now have the image dimension that connects sport with urban culture and art through this collection. We also think it makes perfect sense for Real Madrid to partner with creatives and artists from all disciplines, as the club, with its rich history, reflects that same dynamic energy and passion for creativity. We would like this project to allow the public to learn more about our work as artists and, through it, to feel inspired.

The adidas x Real Madrid Artist Pack II will be available from the club's online store and at adidas.com in the near future.

Author
Daniel Jones

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