Behind The Shield

In 2012, Swedens national soccer team returned to adidas, as a partner for their national kits. With this return, and unveiling of the anual kits, adidas wanted to give back to the supporters and fans behind the team - behind the shield, and include their social peers in the unveiling process. To enable this, we built a website that allowed fans to reveal different aspects of the kit that were divided into separate “chapters” including the shield, classic stripes, fabric and more - simply by liking it  At first, all the images within the separate chapters were blurred, but as people liked the activation the images became clear. Revealing the new kit, bit by bit - Promoting a collective effort to reach a common goal.

Behind The Shield 3 Behind The Shield 1 Behind The Shield 2
The players

Along with the website we also produced a series of “behind the scenes” videos, showing when some of the members of the national team first got their hands on the new kit, as well as interviews with the players.