The Brand: Portuguese Football Federation

The Campaign: End of the Nike Partnership

Brand Challenge: In business and in sports, announcing a new partnership is a common and celebrated event. Announcing the end of a partnership, however, is rare—especially when it marks the close of a 27-year relationship that brought so much joy to the FPF, to Nike, and above all, to millions of football fans. While the future will take us down separate paths, it was essential to create a campaign that honored and valued the legacy of this historic collaboration.

Strategic Approach: Sports brands and football are inextricably linked. The greatest players and their iconic moments are inseparable from the kits they wore—symbols of historic victories and unforgettable memories. Rather than focusing on an ending, our approach was to express gratitude for everything shared over nearly three decades. We chose to celebrate the journey together, revisiting and commemorating every achievement one last time.

Creative Idea:
“Obrigado” – Thank You
Our concept was simple yet powerful: to say thank you. We recreated a nostalgic and evocative scene—more than 30 classic Portugal shirts hanging on a clothesline, each carrying the weight of history and the stories of the players who wore them. This visual was accompanied by radio audios of the most memorable moments in Portuguese football, all experienced alongside Nike. The campaign culminated with a heartfelt “Obrigado”—Thank You—paying tribute to Nike, with the iconic Swoosh present as a final, respectful nod to the partnership.

Credits

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