The Brand: Portugal Store - The Official National Team Shop

The Campaign: Portugal Treasure Chest

Brand Challenge: The Portugal Store, Portugal Football Association's official online store is by nature the PLACE for the Portuguese to buy Portugal related fan items. However, there is little reason for a fan to buy from our site rather than from Nike.com or any other sports retailer. There is an increasing need for differentiation, both in terms of communication and in terms of product. Despite the store's growth and sales peaks every time the Portuguese National Team plays, the challenge is to create new revenue streams capable of attracting fans to the site.

Strategic Approach: Every year Clubs and National Teams launch new collections. Part of the products are sold to fans, but another large part (usually products with greater presence of sponsors) is exclusive to players and coaches for training and games.

Many of these products end up never being used and are kept in a warehouse. Considering this reality, the strategic approach was quite simple. 
An old product is usually referred to as outdated and consequently sold in an Outlet. But if we tell a story about them, they become…well, a part of football history, a retro piece of a Club or a National Team.

Creative Approach: Portugal Treasure Chest - Exclusive & Limited Nacional Team Collections

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Merchandising Manager: Ruben Ferreira
Merchandising Analyst: Manuel Mello
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves