Vinnie Jones in the new Napapijri SS26 campaign

In the world of sports fashion, collaborations sometimes emerge that connect seemingly distant worlds. That’s exactly the case with the latest Napapijri SS26 WhoAreYou? campaign, where Vinnie Jones appears as one of the leading faces - a legend of both the pitch and the big screen. This choice is no coincidence. The brand chose individuals who live boldly, follow their own path and stay true to themselves - and Vinnie fits that philosophy perfectly.

The WhoAreYou? campaign isn’t a standard advert. It’s a story about people who show their personality in different environments. Alongside figures such as Julia Sarr-Jamois and astronaut Paolo Nespoli, Jones became the face of the Rainforest Next collection, where each jacket in eight different colours carries its own story and reflects the character of the person wearing it. It’s not just a clothing showcase - it’s a portrait of a life built on courage, contrast and authenticity.

  Photo: Napapijri.com

How did the collaboration happen?

Napapijri has long celebrated values that go beyond fashion itself. Courage and authenticity are at the core of the brand. Choosing Jones was no accident. The brand backed someone who combines experience from the pitch, a tough character and undeniable charisma - the same traits visible in his film roles. Vinnie Jones, once a footballer and now an actor who moved from Premier League stadiums to action films and cult productions, fits this narrative perfectly. His story of overcoming weaknesses, making life-changing decisions and constantly working on himself strongly reflects the campaign’s message.

Conversations with him as part of the Napapijri Bulletin show that courage doesn’t always mean spectacular acts. Sometimes it’s about choosing the right path, cutting off destructive habits and consistently standing by your values. Napapijri uses these stories to show that fashion can carry personality and inspire people to live in line with who they truly are.

  Photo: Napapijri.com

Vinnie Jones - a legend of the pitch and the screen

For younger fashion fans, Vinnie Jones is mainly associated with acting, but his career started on the football pitch. In the 80s and 90s he was known for his uncompromising, hard style of play in the Premier League and played for clubs such as Wimbledon FC and Chelsea. He also earned 9 caps for the Welsh national team. After retiring from football, he entered the film industry and gained international fame through productions such as Lock, Stock and Two Smoking Barrels, Snatch and the Netflix series The Gentlemen. His tough-guy image with real character makes him a perfect symbol of the courage and authenticity Napapijri wants to communicate.

Interestingly, Jones often emphasises that true courage shows in everyday life - not only in film roles. For Napapijri, that was crucial. The authenticity of the people wearing the collection must be visible in every shoot, every jacket detail and every gesture.

Napapijri Rainforest Next in action

Jackets from the Rainforest Next collection respond to the needs of modern urban and outdoor lifestyles. They’re lightweight, waterproof and windproof, yet cleverly designed to fit easily into a backpack or bag. The eight-colour palette gives each shade its own identity. In the context of the campaign, every colour becomes a statement of individuality. It’s proof that Napapijri combines functionality with values that go far beyond the look of the product.

The WhoAreYou? campaign and the interview series in the Napapijri Bulletin underline one key message - clothes don’t define the people wearing them; it’s the people who give them meaning. In this story, Vinnie Jones symbolises strength of character, resilience and the courage to stay true to yourself.

  Photo: Napapijri.com