Following the reveal of the latest instalment from SPZL F.C., in which Newcastle United, Aston Villa and Celtic all benefitted from the premium label’s focus, we spoke with curator, Gary Aspden, to find out more about what makes SPZL F.C. so… special.
adidas SPZL has always lived at the intersection of terrace culture, design heritage, and modern identity — a line that understands football not just as a sport, but as a way of seeing the world. Now in its second season, SPZL F.C. continues that conversation with a new trilogy of collaborations that bring Aston Villa, Newcastle United, and Celtic into the fold.
Curated under the direction of Gary Aspden, the collection reimagines each club through a SPZL lens — one that blends archival reverence with contemporary craft. From reworked Roelee silhouettes to club-coded apparel, it’s a study in how football culture can be distilled, recontextualised, and worn with intent.
We sat down with Aspden to unpack the creative process behind SPZL F.C. — from the aesthetics that shaped each club drop to the balancing act between authenticity, innovation, and the ever-evolving relationship between adidas and the game.
What inspired the selection of Newcastle, Villa, and Celtic for this year’s SPZL F.C. collection?
The adidas Global Football team in Germany suggested this year’s clubs, feeling they shared a similar spirit to those chosen for the first season. Because we work 12–18 months ahead, the selection also depends on which clubs are in the adidas portfolio at that time.
Was there a particular story or moment in each club’s history that resonated with the Spezial ethos?
This season we approached each club purely from an aesthetic standpoint — looking at historic kits, crests, and colour palettes — and reinterpreted those references in a modern way. That’s in keeping with the SPZL ethos of echoing the past rather than living in it. We didn’t feel the need to create a single narrative across all three clubs; instead, our storytelling focuses on the inspirations and design process that bring each piece to life.
How do you balance archival authenticity with modern design sensibilities in these club-specific drops?
Curating SPZL relies on a mix of archival authenticity, modern design, and cultural awareness — understanding how sport and lifestyle intersect. While I always consult others, many decisions come down to instinct, built from years of working with adidas and living the culture.
For the clubs, we researched their archival identities and looked for ways to integrate those elements without compromising the overall aesthetic. As with the first SPZL F.C. season, adidas asked us to use one footwear silhouette across all three clubs — this time the Roelee SPZL, a modern hybrid with an archival feel. We kept some consistency but added details like different tongues. Each stage of sampling went through the clubs for approval.
In the apparel, we led with club-specific branding colours — something we rarely do, as SPZL usually sticks to navy or black logos.
Were there particular eras or silhouettes you drew from for this collection?
Every piece is rooted in existing SPZL design language. While SPZL is often described as a “premium archival range,” our idea of “archival” has evolved — we’re as interested in creating future adidas icons as reissuing past ones. Rather than leaning on classic apparel like New Yorker hoodies or adidas Firsts, we’ve built our own silhouettes such as the Todmorden smock and Haslingden jacket.
Similarly, we rarely do 1:1 footwear reissues — unless it’s a rare case where an existing tooling makes sense. Our goal is always to reinterpret heritage through a contemporary SPZL lens.
Can you walk us through the collaborative process with each club?
Once adidas confirmed the clubs, we asked for imagery of historic crests, colours, and kits as reference material. From there, we created initial CADs, sent them for feedback, and refined samples through each approval stage.
Balancing club input with maintaining a cohesive range was key. Alongside the club pieces, we also developed a neutral SPZL F.C. capsule — typically in black and grey for versatility. Colour balance across the full range is like solving a puzzle, especially when dealing with football’s strong visual identities. For example, we made the grey/white Roelee SPZL for the neutral range to avoid having two black-based shoes. It worked — that pair sold out almost instantly.
How involved were Newcastle, Villa, and Celtic in shaping the look and feel of their respective collections?
Beyond product approvals, the clubs were great partners in marketing and communications — giving us access to current and former players and allowing us to shoot in their stadiums.
For Celtic, we knew early on we wanted to bring back Kieran Tierney, who featured in a past SPZL campaign and is a genuine fan of the range. He’s part of the extended SPZL family. The toughest part was asking him to return the samples after the shoot!
Were there any standout challenges or breakthroughs during development?
SPZL F.C. was always an experiment — born from the organic adoption of SPZL by football fans, especially in the UK. We wanted to build on that without getting caught up in club rivalries, which is why the neutral range exists — something accessible even to those outside football culture.
The first season’s reception was mixed: club-specific products sold out quickly, but the neutral range took longer. This year, the response has been phenomenal — most non-club pieces sold out within 48 hours, making it one of our most successful SPZL drops to date.
The Todmorden smock, already a fan favourite (Liam Gallagher wore one on tour), became a standout in its new black version with interchangeable patches. It’s been great to see fans customizing them — one Carlisle supporter even made his own club patch.
I understand there might be some disappointment amongst those who like SPZL but whose clubs are not adidas sponsored. I am a Blackburn Rovers supporter so I get it but that's the very reason we have the neutral SPZL F.C. range. I doubt my club will be getting another opportunity to secure an adidas kit deal any time soon (they had their chance) so whilst I would love to see Blackburn Rovers SPZL it's unlikely that it is ever going to happen now. Some brands may do well with other sports but when it comes to football no brand comes anywhere close to adidas as far as I'm concerned.
Last year’s SPZL F.C. releases for Leeds, Forest, and Aberdeen were a huge success. How did that influence this year’s approach?
The strong demand for last year’s club shoes made the sales team rethink volumes. The locally embellished tracksuits also went down well — that response inspired us to introduce interchangeable patches on the smocks this year, sticking to a unified colour palette across both club and neutral versions.
Do you see this becoming a long-term tradition for adidas clubs with strong heritage? Could we expect future SPZL F.C. collections for other iconic teams?
We’ve got one more SPZL F.C. season planned for next year. Beyond that — who knows? I try to keep expectations low — that way, there’s less disappointment! But it would be great to take it beyond the UK. SPZL has a loyal following overseas, though not yet on the same scale. Hopefully that continues to grow.
What does the SPZL line represent to you personally, especially within football culture?
From the beginning, SPZL was about creating product people could make their own — we never set out to target a particular demographic. My reference points are broad, but I wanted it to carry a distinctly European sensibility.
Over time, football fans have really embraced SPZL — in a very organic way. I take that as a huge compliment. Many football supporters are among the most discerning menswear audiences around — deeply knowledgeable and obsessive about product and style.
My own history with adidas, both personal and professional, inevitably filters through the work. That connection — to the brand, to the culture, and to the game — is at the heart of everything we do with SPZL.
Shop the adidas SPZL F.C. range at adidas.co.uk/spzl
