Revealing Germany’s new jersey in New Jersey.
When Nike announced their deal to replace Adidas as the official kit supplier of the German national football team, it sent shockwaves around the world, resulting in one of the most anticipated jersey releases of all time. Since the partnership wouldn’t come into effect until 2027, we saw an opportunity to tap into the attention around the World Cup to create excitement for the future.
But how do you tease something you’re not allowed to show yet?
You don’t.
Agency: Wieden+Kennedy Amsterdam
Director: Glenn Kitson
///
Introducing: The Pixelated Jersey. A real jersey with its design details fully woven into the fabric in pixelated form, giving fans a glimpse without actually revealing the real design.
With Germany playing its World Cup group match in New Jersey, we had to capitalize on the moment. So on matchday, a giant barge floated down the Hudson River, steps away from the match, with the message: “HALLO NEW JERSEY” featuring Jamal Musiala wearing the pixelated jersey.
We also activated a network of football and lifestyle influencers. 2014 World Cup winner Mario Götze, German streetwear designer and influencer Achraf, Futcrunch and Steven Kodra attended the game in the pixelated jersey, posting photos and tagging @nikefootball.
