Creatively inspired by London’s 1960s Op-Art movement, Chelsea’s 2021-22 season shirt launch campaign was fronted by young players from across the club’s teams and amplified by kit partner Nike and shirt sponsor Three.
Through India’s 2019-20 I-League season, Real Kashmir FC and kit partner Adidas rolled out an influencer-led campaign to boost second team support for the club (which had to play all its matches away from home due to security issues in Kashmir).
Ahead of the 2019 Fifa Women’s World Cup, adidas launched its new Sweden shirt with an initiative that saw back-of-shirt numbers replaced by images of female role models.
In summer 2016, for Under Armour’s first St. Pauli kit, supplier and club worked with agency Nordpol on a campaign that spanned social, PR and at-stadium strands and was led by an online film focused on a redesigned players tunnel.
Villarreal CF and technical partner Joma’s July 2020 triple kit launch campaign leveraged lockdown social media creative trends and focused on digital assets to drive online sales.
Bochum and Nike’s campaign promoting the club's 2020-21 jersey led to tripling the previous season’s shirt sales and generating record revenue even without fans in the stadium or the physical club shop.
Ahead of the 2020-21 season, CA Osasuna and kit supplier adidas rolled out an integrated online campaign promoting a trio of new centennial kits focusing on the local region, its land and symbols.
Taking over as kit supplier in 2020-21, adidas brought Leeds United into its pandemic-influenced, global ‘Ready for Sport’ brand platform when unveiling the new kit in mid-August 2020.
At the start of the 2020-21 Bundesliga, FC Union Berlin and technical partner adidas rolled out a family-focused digital campaign to promote the club’s new shirt.
New Balance and Athletic Bilbao sought to drive pre-orders of the 2020-21 home kit with a campaign solidifying the connection between the team, the kit and the fans.
October/November 2019 saw adidas and Juventus launch the club’s fourth kit via a fashion-meets-football campaign in partnership with Palace Skateboard.
With Covid-19 still raging in July 2020, Puma & AC Milan used an Instagram-led campaign – celebrating Milan’s contemporary design culture and architecture – to launch the 2020-21 home kit.
Napoli and Kappa promoted the club’s 2019-20 home jersey through a campaign creatively themed around the kit’s pixelated design that spanned street graffiti, PR, a launch event, live in-store signings and social media content.
In September 2019, Nike created a campaign to drive jersey sales for the first shirt designed specifically for the women’s team by empowering Seville’s female footballers.