The Brand: Portuguese Football Federation

The Campaign: End of the Nike Partnership

Brand Challenge: In the business world and in sports, it is normal to announce a new partnership, a new connection with brands that join our business and our purpose. The abnormal thing is to announce the end of a partnership. However, as we are talking about a 27-year relationship coming to an end, a relationship that brought a lot of joy to both  FPF and Nike, and above all to millions of football fans, something has to be done to value the past, even if the future will separate us.

Strategic Approach: Sports brands and football have a very close connection. When we see the great players, the great stars, it is impossible to separate them from the kits they wear and wore in their great victories, in their historic achievements.Instead of saying it's over, let's be grateful for everything we've experienced together, and remember it all, one last time.

Creative Idea: “Obrigado” - Thank you

A simple idea that recalls the images we saw of old football, with shirts hanging on a clothesline, all of them, more than 30, with the weight of history and the Portuguese players who wore them. This beautiful scenario, together with the radio audios of the main moments in the history of Portuguese football lived together with Nike. And to end it, the only word we could attribute to Nike, Obrigado - Thank you, with the famous swoosh present in it.

Credits

CMO: Nuno Moura
Brand Manager: Telmo Esteves
Brand Manager: Rui Mascarenhas
Agency: Judas
Production: Mosaic
Photography: Pluma