Jameson Collab With KidSuper Targets A Younger, Style‑Driven Audience

Forbes Business

by Kevin Rozario, Contributor

February 26, 2026

AI-Generated Deep Dive Summary

Jameson Irish Whiskey has announced a strategic collaboration with fashion brand KidSuper to target a younger, style-driven audience. The partnership includes a capsule collection set to drop in May, featuring retro-inspired apparel such as tracksuits and college jackets. This move marks Jameson’s shift from occasional creative collaborations to a more structured global partnership model, aiming to deepen its cultural relevance among trend-conscious consumers. The collaboration was unveiled at Paris Fashion Week, where four pieces from the 10-piece collection made their debut on the KidSuper catwalk. Founded by Colm Dillane, an American of Irish heritage, KidSuper is heavily influenced by street culture and has collaborated with major brands like Puma and Louis Vuitton. Dillane’s emphasis on individuality and self-expression aligns with Jameson’s values of community and craft, making the partnership a natural fit. This strategic move comes as part of Pernod Ricard’s broader effort to stay relevant in an evolving alcoholic drinks market. The spirits industry is facing declining sales, with Jameson’s parent company experiencing a 6% net sales decline in the first half of 2026. By aligning with KidSuper, Jameson aims to tap into the U.S. market, which accounts for 40% of its global revenue and has been a key growth driver. The collaboration highlights Jameson’s commitment to innovation and cultural engagement. It signals a shift toward more intentional brand activations that resonate with younger consumers. The capsule collection not only enhances Jameson’s streetwear credentials but also positions the brand as a forward-thinking, trend-driven lifestyle partner. For business readers, this partnership underscores the importance of strategic collaborations in maintaining brand relevance and driving growth in competitive markets. By leveraging fashion and culture, Jameson is effectively positioning itself to appeal to a younger demographic while expanding its global footprint.

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Originally published on Forbes Business on 2/26/2026