To commemorate Parmigiano Reggiano’s announcement as the main sponsor of the New York Jets, QNY Creative was commissioned to design a custom helmetthat would serve as a symbol of the partnership. The helmet was revealed at the Specialty Food Association’s Fancy Food Show in New York
—marking a unique intersection of Italian heritage and professional sport.
With over 21 million fans, the New York Jets presented a prime opportunity. But this partnership needed more than a logo—it needed a symbol.
Something unforgettable. Something... wearable.
The creative direction was driven by a one goal – to visually represent shared values of authenticity, tradition, and performance. Our team drew inspiration from Parmigiano Reggiano’s most recognizable brand signature—the cheese wheel. Working with celebratory Gold and drawing inspiration from the dotted stencil lettering that appears on the rind of every certified wheel. This helmet became the first-ever NFL helmet to celebrate an Italian DOP product—and a moment of true cross-cultural branding.
The helmet design features:
“Our goal was to create something instantly recognizable yet deeply rooted—a design that could carry the legacy of Parmigiano Reggiano onto the New York Jets field. The dot lettering is more than a texture—it’s a symbol of centuries of Italian craftsmanship, and we wanted that to be felt in every detail.”
— Ezio Burani, Creative Director, QNY Creative
The helmet was unveiled as part of a historic announcement and will be recognized across social media, press, and industry events as a thoughtful and distinctive expression of this cross-category sponsorship. More than a promotional item, it serves as a visual tribute to excellence.
In one object, two legacies met—on the field, and in the minds of fans across the world.