One jersey – one country

ADIDAS and the Ukrainian Football Association (UAF) are launching a partnership to unveil the new home and away kits for the 2024/25 season. ADIDAS becomes the exclusive kit supplier for all UAF teams, including men’s, women’s, and youth teams.

The new kit, inspired by the national flag, features symbolic three stripes on the shoulders and the phrase “GLORY TO UKRAINE” on the back.

We chose to announce the start of the ADIDAS and UAF partnership through a film. The video delves into the profound meaning behind the national team’s jersey, which has become much more than just sportswear.

It symbolizes the history of Ukrainian football: dedication, patriotism, unity across generations, and the country’s culture. The central theme is that one jersey unites an entire nation through a shared passion for football. Each of us has our own “football” memories: childhood dreams of becoming a footballer, the first game in the yard, meeting friends at the stadium, the national team’s victory, or matches at Euro 2012 in adidas kits. These memories are so different, yet very much alike—filled with the warmth of our shared past.

The key is to seamlessly integrate the advertisement into Kyiv’s urban landscape. Only advertising that becomes a true work of marketing art can capture attention in a world saturated with information and visuals.