Alex Chidiac

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The Big Issue

STRATEGY | VIDEO PRODUCTION | SCRIPTING

IMPACT

60k+

VIEWS

$1.5k

DONATED

100+

KITS SOLD

It was refreshing to tell my story the way I wanted.

ALEX CHIDIAC - MATILDAS MIDFIELDER

The Brief.

Along with R.Sport, we wanted to be involved in the 2023 Women’s World Cup in a way that gave back to the sport we love. This took shape in the form of helping Alex Chidiac tell her story so far through the medium of cotton & content.

The Game Plan.

Create a long-form video that told the story of Alex Chidiac’s career, the R.Sport kit & the Big Issue Street Soccer program and how this kit can give back to those in need.

The Results.

Over 50 shirt orders & over $1000 raised for The Big Issue Street Soccer program.

Our Video

THE KIT

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Alex

About Alex

On the pitch Alex is a tough, skillful, goal scoring midfielder. Off the pitch she has resilience and wisdom beyond her years. A caring and deep thinking individual who values community and the importance of giving back, a trait passed down from her late grandmother. These values guided her to the Women's Street Soccer Program run by The Big Issue, where she has now volunteered for a number of years.

The design includes elements which have deeply sentimental meanings to Alex and her football story.

MUMA the Penguin (represented in the MUMA FC crest) is a soft toy penguin that Alex’s parents gifted her when she was born. When Alex started travelling to tournaments at a young age Muma Penguin came with her wherever she went, and still does to this day. Anyone who knows Alex also knows who Muma is.

The teapot patch on the right arm of the jersey represents Alex’s love for tea, which was introduced to her at a young age by her Grandma. It quickly became her favourite drink. Alex has fond memories of waking up at 3am with her Grandma to watch premier league and champions league games always with a tea in hand. Alex has 2 - 3 cups of tea everyday, especially before training and games. She brings her own tea bags on planes, to away trips, national team camps - basically everywhere she goes she’ll have an emergency stash of tea. Alex describes tea and football being a work of art that blends perfectly together.

Alex is the 195th player to represent the Australian Women’s National team, which is included inside on the teapot.

The Lego square represented as the watermark background on the jersey is the same piece of lego that Alex has tattooed on her ankle. Alex has been obsessed with Lego since she can remember. As she got older her love for lego only grew. The Lego detail has a two fold meaning, also representing the phrase ‘one brick at a time’ which Alex constantly tries to live by.

‘Accept & Move’ which is embroidered on the back neck of the jersey has been a staple value over the course of Alex’s career, helping to build her resilience on and off the pitch when things haven’t always gone her way.