The Brand: Portuguese FA - Portugal Store

The Campaign: Portugal National Kits 2024

Brand Challenge: 2 years after the last Portugal Team kits were launched for the World Cup 2022, a new collection was going to be launched for the Euro 2024. A consistently special moment for fans of the Portuguese National Team, as these kits symbolize much more than just sportswear. They represent not only the country but also a fashion accessory for the new generations. For the Portuguese Football Federation, besides being a moment that marks the kick-off of communication and promotion for the participation of the National Team in the Euro 2024, it also represents a commercial opportunity related to the sale of new products.

Strategic Approach: In recent years, Portugal football kit releases have focused on the lifestyle aspect - content featuring models and players has been developed to showcase collections in a cool way over the past 4 years. This year we wanted to do something different, since we were not just launching new kits, but also building a narrative leading up to Portugal’s participation in the Euro 2024. This was the first moment to communicate the new creative concept that would be used in all communication and content of the Portuguese National Football Teams. A concept that could be relevant for Portuguese fans, but also for all foreign fans who support Portugal, regardless of their origin.

Creative Concept: The agency came up with the concept “Share the Passion” - a headline capable of serving all fans in Portugal, and that represents what they have in common, the passion they share for Team Portugal. Cheering for Portugal used to be only for the Portuguese, today we are the team of many more. The passion for Portugal no longer fits in our country, it is a passion that we share with the world.

Creative Approach: In this campaign to introduce the new kits, we wanted content that would be easily relevant to different nationalities, age groups, and social classes, creating a simple connection between Team Portugal and the fans. Thus, following the logic of the creative concept created -Share the Passion - the agency imagined a very typical football gimmick, table football, and how at some point in our lives we played football on one of these tables. A simple but very interesting idea to communicate this moment.

Credits

CMO: Nuno Moura

Brand Manager: Telmo Esteves

Brand Manager: Rui Mascarenhas

Design: Ivo Gonçalves, Tiago Queirós & João Ferreira
Agency: Uzina

Production: Major West