Despite one universal set of rules, football looks different across the world. For New Balance’s latest collection with Amsterdam-based, football-inspired brand Lack of Guidance, the two brands have come together to celebrate the sport's impact on global communities.

Titled Around the World, the campaign spans four countries and is captured by Sam Youkilis in Italy, Mohamed Sherif in Egypt, Gilleam Trapenberg in Curaçao and Eva Roefs in the Netherlands – all friends of the brand. Shot on iPhone, the visuals move between Egyptian pyramids, the Dutch countryside and the beaches of Curaçao. Favouring lived experience over performance, the images capture players wearing the collection in real time.

“Football is inherently global,” explains Akaar Amin, co-founder of Lack of Guidance. “Together with New Balance, we felt it was important that the campaign reflected that shared perspective on the game. That’s when the idea came to shoot across four different countries, almost like a fictional group in a tournament.”

The latest drop plays on the idea of a football hat-trick while quite literally spanning the globe. The 11-piece capsule includes turf trainers, full tracksuits, socks, a ball and cap, alongside two jerseys, two pairs of shorts and a neon yellow bib. Shot across Curaçao, Egypt, the Netherlands and Italy, the campaign is a prelude to the World Cup, honouring each nation’s individuality while ultimately acting as a love letter to home turf.

“The international feel of the campaign allows everyone to relate to it, because football can look so many different ways depending on where you’re from,” Akaar says. “In the Netherlands, we captured someone trying to retrieve a ball from a ditch, something anyone who grew up playing there will recognise. In Curaçao, it’s guys playing barefoot on the beach, shirts off, under the sun. Those small, everyday moments say a lot.”

The result is a campaign that leans into football as a shared language. All over the world, the sentiment remains the same: football, wherever you are, feels like home. The pitch may change, but the game remains the same.

Shop the collection in-store and online via Lack of Guidance

Head to the gallery above to check out the campaign.