Done Deal: Salmen Ayadi joins the Bonito editorial team on a free transfer

The design aesthetics of the 1998 World Cup shaped my life

It was the summer of 1998 when football hooked me at seven years old. I was captivated by Ronaldo, O Fenômeno. His aesthetics in the tournament, the yellow shirt of Brazil, the number 9 on his back, his iconic silver, blue & yellow Nike Mercurial boot, his explosiveness and natural ability shaped the person I am today. They sparked a lifelong fascination not only with football itself but also with football products , advertising, and the marketing of football shirts & boots. 

The humble beginnings

As I grew older, alongside the rise of the internet in the mid-2000s, my relationship with football evolved. The early noughties were an era defined by a prolific number of creative players who embraced flair, joy, and individual expression on the pitch, as well as great football advertising. I recall staying glued to our family's computer, watching online mesmerising video clips of Ronaldinho R10, Jay-Jay Okocha, and Cristiano Ronaldo's incredible dribbling skills. It was an era defined by Nike's 'Joga Bonito' marketing campaign launched ahead of the 2006 World Cup, when football, creativity, and marketing had reached their peak for me.

​​As I approached adulthood, my dreams grew bigger and bigger. I dreamt of working in the sports industry, ideally for a global sportswear design company with football at the heart of its business. I aspired to join the marketing teams that worked on football campaigns that shaped my childhood in the 2000s and to create meaningful product storytelling and marketing campaigns that can inspire future generations in the same way I had been inspired two decades ago.

​I did not know where to begin; I could not speak English; I fumbled in French; and no one had ever heard of my name. All I had was my ambition, relentlessness, and motivation to break into the industry, earn my credibility, and get my future manager to hear my name. I left my comfort zone, pursued my studies abroad in Malta, England, and Italy, embraced the change, broadened my football network, and improved my English skills along the way. 

Mundial Magazine and immersing myself in football culture

A large part of my inspiration came from the world's first football culture magazine, MUNDIAL, which introduced me to a new realm of football storytelling, photography and editorial writing. The magazine has never left me, whether I'm travelling or commuting to school or work, as I indulge in reading every piece about people and their different stories through football. I was fascinated by how MUNDIAL showed me that football is more than a 90-minute game; it is a way of telling stories about people, cultures, places, and identities around the world.

I continued to deepen my understanding of football culture through travel and photography. I picked up a camera, travelled to several destinations to understand football, and focused my lens on people who interact with the game at every level, from grassroots to street football and the elite game. This journey developed into a visual research project on the cultural significance of football shirts, which was titled 'New York to Tataouine'. 

A new football perspective unfolds in the land of Téranga

Senegal was a turning point in my journey; I went there, and I saw a different kind of football. The raw football photos from Dakar left a lasting impression on me. It revealed the Senegalese people's endless passion, resilience, strength, and community spirit that football can foster, even in challenging environments. All of this gave me a deeper purpose: to keep exploring grassroots football and use the game as a force for social good, particularly where opportunities are often hardest to find.

The people who opened the doors

Today, I would not be writing for Bonito if my dear friend and big brother, Amar Shah, a streetwear designer, founder of Among Good People and the author of the book Looking For Legends, had not opened the door for me and encouraged me to document my football travels into personal blog pieces published on his website. Amar believed in me, gave me the space, helped me to upskill my writing, and, importantly, introduced me to his network of football creatives. 

Last but not least, another meaningful milestone in my journey was being selected as an ambassador for Spark Design Academy, a global educational platform dedicated to football design, creativity, and innovation. It felt surreal to connect with people who had shaped football's visual culture in the 2000s, such as the creative minds behind the World Cup-winning shirt designs of 2002 and 2006, Craig Buglass & Rob Warner. 

At the end, I remain thankful to Jamie Elovsson & Per Sandström, who warmly welcomed me when I knocked on their doors to join Bonito and help tell the untold stories of people doing good through football. Bonito's mission and values resonate deeply with my own: I believe football can empower communities, create opportunities, and be a powerful force for positive social change

This is just the beginning of a new chapter; more beautiful stories to come on Bonito.

Stay tuned!