Sportswear giant Adidas, an official partner of 10 teams competing at the 2023 FIFA Women’s World Cup in Australia and New Zealand, unveiled away kits for six of these sides – Argentina, Colombia, Germany, Japan, Spain and Sweden – in late March with a design and creative focus celebrating the scenery and natural landscapes of each nation.
Rolled out from 23 March through a digital first campaign backed by PR and media partnerships and supported by the national football governing bodies, the nature-inspired creative celebrates local landscapes ranging from the vast green German forests and the glacial rivers of Sweden, to the changing colours of Colombia’s Caño Cristales River and the pink sunrise over Japan’s Mount Fuji.
football is in our nature ????
introducing the new @FIFAWWC away kits.
???? hit the –link in bio- to get your favorite now. #adidasfootball #fifawwc pic.twitter.com/fK4V1cTDBh— adidas Football (@adidasfootball) March 23, 2023
The campaign, which was developed in partnership with agency TBWA London, includes executions for the following country kits:
>The Argentina away kit echoes the diverse natural landscapes found across the country.
>The Colombian away kit pays homage to thehues of the Caño Cristales River – often referred to as the ‘River of Five Colours’.
>Germany’s away jersey is inspired by the countries deep green woodland areas such as the Black Forest to the Zauberwald.
>Japan’s away kit takes its pink colour cues from the beautiful pink sunrise that can be witnessed at Mount Fuji.
>The Spanish away jersey is inspired by the coral reefs round Spain’s vast coastlines – something the country shares with tournament host nations Australia and New Zealand
>Sweden’s away jersey is inspired by the glacial rivers and ice caps found across the country.
“The FIFA Women’s World Cup is the absolute pinnacle of the sport – capturing the imaginations of both current and new fans across the globe. As with every major competition, we know the designs will become etched into football’s history books,” explained Adidas Football VP of Production and Design Sam Handy at the launch event. “With the tournament being held in Australia and New Zealand – two countries with iconic landscapes – we wanted to create a common theme throughout our kits, in celebration and appreciation of the wonders of the natural environments that can be found around the world. For this year’s federation kits, we believe we’ve delivered just that – best-in-class performance sportswear with a design that is bold, exciting, and celebrates the diverse natural landscape unique to each country – a combination worthy of this year’s Women’s World Cup.”
The campaign also highlights the jerseys’ performance-led technologies as well as natural inspiration as the initiative both meets the technical demands of the modern game and the essential eco-focus of the planet.
Indeed, both the authentic and replica versions of each kit are made from a yarn containing 50% Parley Ocean Plastic, re-imagined plastic waste, intercepted on remote islands, beaches, coastal communities and shorelines, preventing it from polluting our ocean. The other 50% of the yarn is recycled polyester.
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Adidas had already unveiled kit designs for Costa Rica, Italy and Jamaica earlier in 2023 and its kits for the Philippines will be released in the coming months.
The kit releases followed in the footsteps of Adidas recent ‘Official Match Ball – OCEAUNZ’ released in another strand of its status as an official partner of the FIFA Women’s World Cup Australia and New Zealand 2023.
In addition to creating a bold design featuring a decoration of blues and greens and visuals reflecting the mountains of New Zealand and Australia’s connection with the Indian Ocean, 1% of net sales of OCEAUNZ will be contributed towards adidas Football Collective partner Common Goal’s ‘Global Goal 5 Accelerator’: a collective project to increase female participation, representation and leadership in the grassroots game.
These initiatives all form part of adidas’s ongoing commitment to helping to make sport equal and eco-friendly through.
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