The Brand: Portugal Store - Official Team Portugal Shop

The Campaign: Launch of the new Portugal Home Kit

Brand Challenge: The launch of the new Portugal Home Kit marked the first reveal of the jersey that will wear 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 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 Home Kit. The jersey evokes the energy of the ocean through its iconic red base, wave-inspired pattern, and green details, paying tribute to Portugal’s maritime roots and fearless 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 NEW

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

Creative Approach:

To translate the inspiration of the kit, the ocean, the waves, and Portugal’s connection to the sea, into imagery, the campaign left the studio and moved to a unique, iconic location: Farol do Bugio, the lighthouse-fortress that stands alone at the mouth of the Tagus River. Surrounded by water and horizon, this setting mirrored the wave pattern and maritime spirit embedded in the shirt’s design, visually connecting the product to the country’s history and identity.​

The content focused entirely on the jersey: close-ups of the fabric and pattern, the interplay of red and green, and the movement of the shirt against the wind and sea backdrop. No players, no match scenes, just the new Home 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