The Brand: Portugal Store, Official Team Portugal Shop

The Campaign: Kit Collection – Players Content

Brand Challenge

Following the product-first reveal of the new Portugal Home and Away Kits, the next step was to create a full set of player-led content capable of bringing the collection to life. The challenge was to develop imagery and video with the National Team athletes that felt premium and impactful, while keeping the focus exactly where it needed to be: on the kits themselves.

More than telling a complex story, this content had a clear role within the launch ecosystem. It needed to showcase the new collection through the presence, pride, and identity of the players, highlighting a design language inspired by Portugal’s maritime culture and shaped for the demands of elite football.

Strategic Approach

The approach had to be simple, direct, and highly intentional. Rather than building a cinematic narrative or an elaborate conceptual world, the objective was to create a visual system where players and kits worked together to generate immediate impact.

This meant using the athletes not as characters in a story, but as the most powerful expression of national pride and representation. Through their direct participation, the content celebrated the connection between the team and the country, while giving maximum visibility to the colors, patterns, and personality of the new collection.

Creative Approach

Creatively, the focus was on clarity and contrast. The content was designed to give strong prominence to the kits, using clean compositions, confident poses, and a visual treatment that emphasized the interplay between bold colors and graphic patterns.

The simplicity of the approach was precisely its strength. By avoiding overly narrative or cinematic devices, the images and videos allowed the athletes and the collection to speak for themselves, creating a sharp, modern, and elevated body of content that placed the new Portugal kits at the center of attention.

Credits

Marketing Director: Manuel Abegão
Brand Manager: Telmo Esteves

Brand Manager: Rui Mascarenhas

Account Manager: Silvia Barny
Photography: Pluma, Diogo Pinto, André Sanano, Kat V
Video: Marta Dias Coelho, Tiago Gonçalves
Production: Garage