For the 5th year in a row, AIK teamed up with River to launch their much anticipated pre-season jersey. The 2022 edition showcased a royal theme, with a twist. Where royalty is often associated with elitism, power and money, we wanted to send a totally different message: all AIK fans are kings and queens. AIK’s royal family is everywhere. (Even on the Adidas flagship store, on a 200+ meter LED screen.) The jersey sold out in minutes after crashing AIK’s website and creating global interest online. All proceeds from the jersey were donated to a non-profit giving underprivileged kids access to sport.