The Brand: Portuguese FA - Portugal Store

The Campaign: Portugal National Kits 2024

Brand Challenge: Two years after the launch of the last Portugal National Team kits for the 2022 World Cup, a new collection was set to debut ahead of Euro 2024. For fans, this is always a special moment: these kits are far more than just sportswear. They embody national pride, serve as a fashion statement for new generations, and are a symbol of unity for supporters both in Portugal and around the world. For the Portuguese Football Federation, the launch marks the official start of communication and promotion for the team’s Euro 2024 campaign, while also presenting a significant commercial opportunity through the sale of new products.

Strategic Approach: In recent years, Portugal’s kit launches have emphasized lifestyle, with content featuring models and players to showcase collections in a contemporary, aspirational way. For Euro 2024, we aimed to go further. This launch was not just about new kits—it was about building a narrative for Portugal’s participation in the tournament and introducing a creative concept that would unify all communication for the National Team. The goal was to create a concept that would resonate with Portuguese fans and with the global community of Portugal supporters, regardless of their origin.

Creative Concept: The agency developed the concept “Share the Passion”—a headline that speaks to all fans of Team Portugal, celebrating what unites them: their shared passion for the national team. Cheering for Portugal is no longer just for the Portuguese; today, the team belongs to a worldwide community. The passion for Portugal transcends borders—it is a passion we now share with the world.

Creative Approach: For the campaign introducing the new kits, we wanted content that would be relevant and accessible to fans of all nationalities, ages, and backgrounds. Inspired by the “Share the Passion” concept, the agency chose to spotlight a universal football experience: the table football game. At some point in our lives, we have all played on one of these tables, making it a simple yet powerful way to connect Team Portugal with fans everywhere. This approach made the campaign both inclusive and memorable, reinforcing the idea that supporting Portugal is a passion that unites us all.

Credits

CMO: Nuno Moura

Brand Manager: Telmo Esteves

Brand Manager: Rui Mascarenhas

Design: Ivo Gonçalves, Tiago Queirós & João Ferreira
Agency: Uzina

Production: Major West