The Brand: Portuguese FA - Portugal Store

The Campaign: Portugal National Kits 2020

Brand Challenge: To make a brand statement with the launch of the new official kits by leveraging Portuguese athletes in a coordinated and joint global launch. More than football players, the athletes of the National Team are celebrities on and off the field. With more or less followers, their circle of influence is a powerful means of promotion.

Strategic & Creative Approach: Over several months and limited to all covid-19 restrictions, players from the Men and Women National Team, Futsal and Beach Soccer, were invited to come to the FPF HQ to be photographed with the new kits from Portugal, with the same visual style and mood. A great logistical and photographic effort that allowed all the athletes (naturally with some absences) to be an important visibility channel for the kits on the launch day.

In addition to the photographs themselves, a unique graphic style was developed to amplify the content as well as a common copy so that all athletes could share its content uniformly and with a Call to Action to the Portugal Store.

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Project Manager: Rui Mascarenhas
Merchandising Manager: Ruben Ferreira
Merchandising Analyst: Manuel Mello
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves
Photographer: Diogo Pinto