Khvicha Kvaratskhelia Is the New Face of adidas SPZL F.C.
Khvicha Kvaratskhelia has built his reputation by doing things differently. On the pitch, the Georgian winger is direct, unpredictable and technically gifted. Off it, he has never really looked like a player chasing attention. That balance makes him an interesting choice for adidas SPZL F.C., a line that has always existed somewhere between football heritage, terrace culture and understated style. For Autumn/Winter 2026, Kvaratskhelia is fronting the third SPZL F.C. collection, becoming the latest football figure to represent Gary Aspden’s football-focused extension of adidas Spezial.
Why Kvaratskhelia Fits SPZL
SPZL has never really been about being the loudest adidas line.
Its identity comes from archive sportswear, football culture and products that often rely more on detail than hype. That makes Kvaratskhelia a surprisingly natural fit.
He is one of the most recognisable attacking players in Europe, but his image is still relatively understated compared with many modern stars. There is less emphasis on personal branding and more on what he does when he gets the ball.
SoccerBible makes exactly that point in its current feature on the campaign, arguing that Kvaratskhelia’s low-key personality mirrors the way SPZL has always operated slightly outside football’s loudest commercial spaces.
Football Culture Beyond the Pitch
SPZL F.C. was created to explore the culture surrounding football rather than simply performance on the pitch. The project sits somewhere between matchday clothing and everyday fashion, drawing from terraces, away days, grassroots football and the way supporters have historically adapted sportswear into their own style.
The first SPZL F.C. campaign featured Jürgen Klopp in 2024, while the second instalment moved further into club and player culture. Kvaratskhelia now fronts the third chapter, giving the project a more contemporary player-led identity.
Inside the AW26 Collection
The Autumn/Winter 2026 collection keeps that football-lifestyle idea at its centre. Footwear includes the Gazelle SPZL F.C., a low-profile terrace-inspired silhouette, and the Winterhill SPZL F.C., which brings a more rugged, outdoor-influenced look suited to colder weather.
The apparel side includes track tops, track pants, long-sleeve jerseys, sweatshirts and T-shirts, alongside accessories such as a scarf, cap and football. Rather than feeling like a simple seasonal capsule, the collection is designed as a full football wardrobe that can move between matchday and everyday wear.
That fits neatly with the wider direction of adidas Originals right now: football references are increasingly being used outside the stadium, where shirts, tracksuits and terrace footwear have become part of mainstream fashion.
A Different Kind of Football Campaign
The campaign itself also avoids the usual football launch formula. Kvaratskhelia appears against stripped-back architectural and industrial settings, wearing the collection without the dramatic lighting, action shots or elaborate storytelling that often comes with modern football campaigns.
That visual simplicity is part of the appeal. SPZL F.C. does not need to turn Kvaratskhelia into a different character. His own image already works with what the collection represents: technically elite, slightly unconventional and comfortable without needing to make too much noise.
When the Player Matches the Brand
Football brands increasingly choose athletes for more than performance alone. Players now need to fit a broader visual and cultural identity, especially when the product sits closer to fashion than sport.
Kvaratskhelia makes sense for SPZL precisely because the partnership does not feel forced. He is stylish without appearing overly polished. He is globally recognised without feeling overexposed. And his personality fits a line that has built much of its reputation by avoiding whatever everyone else happens to be doing.
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