The Brand: Portugal Store, Official Team Portugal Shop

The Campaign: Launch of the new Portugal Away Kit

Brand Challenge

The launch of the new Portugal Away Kit marked the reveal of the way jersey that will dress the National Team on the road to the 2026 World Cup and future competitions. More than a piece of performance wear, the shirt needed to live as a symbol of identity, style, and pride for all Portugal fans, in Portugal and around the world. The goal of this content was clear: to present the new jersey without yet featuring players wearing it on pitch or lifestyle contexts, while still creating desire and anticipation for the full collection release in the end of March.

Strategic Approach

At this stage, the focus was on the product itself. Instead of building a narrative around players or match moments, the strategy was to spotlight the design, inspiration, and emotional territory of the new Away Kit. Much like the home jersey, the away kit draws its inspiration from the Atlantic Ocean, featuring bold graphics and wave patterns that reflect Portugal’s deep maritime roots and fearless, modern spirit. The launch needed to reveal these elements in a powerful, memorable way, reinforcing Portugal Store as the destination for fans who want to be the first to wear the new shirt.

Creative Concept

THE AWAY

There was no need for a complex tagline. In the world of football, when a new Away Kit arrives, everyone knows what it is: the new away shirt. “THE AWAY” became a product-led label, a simple expression that reflects the anticipation and excitement that always surrounds the first contact with the second kit.

Creative Approach

To translate the inspiration of the kit, the ocean, the waves, and Portugal’s historical and contemporary connection to the sea, into imagery, the campaign adopted an approach similar to the home kit launch but moved to a setting with unmatched raw power: Nazaré, home to the biggest waves in the world.
Surrounded by the immense scale of the ocean and the famous Praia do Norte coastline, this location perfectly mirrored the bold wave graphics embedded in the shirt’s design, visually connecting the product to the country’s natural force and identity.

The content focused entirely on the jersey: close-ups of the fabric and wave patterns, the striking colorways, and the movement of the shirt against the dramatic backdrop of Nazaré’s towering waves and wind. No players, no match scenes, just the new Away Kit, presented as an object of desire for every Portugal fan, available first at Portugal Store.

Credits

Marketing Director: Manuel Abegão
Brand Manager: Telmo Esteves

Brand Manager: Rui Mascarenhas

Photography: Pluma