Ahead of the Swedish men's national team's participation in the FIFA World Cup 2026, adidas set out to relaunch one of the country's most iconic football shirts: the Sweden 1994 World Cup jersey.

To connect the reissue with the legacy of the original team, the campaign featured Swedish football legend Henrik Larsson, photographed in front of his childhood neighbourhood. The creative concept linked the jersey's cultural significance with a personal story rooted in Swedish football history.

Our PR strategy targeted three parallel media tracks simultaneously:

• Swedish sports media
• International football media
• Niche retro football kit communities

The story resonated organically across all three audiences, generating widespread earned coverage without paid amplification.

Results

• Nearly 60 earned media placements
• Coverage in leading sports, culture and lifestyle outlets across Sweden and internationally
• Potential earned media reach of 78 million people
• 11 media placements in outlets with audiences exceeding one million readers
• Strong engagement from both mainstream football audiences and dedicated retro kit communities

The campaign successfully positioned the reissue as both a nostalgic cultural moment and a contemporary football story, driving global attention to one of Sweden's most celebrated football jerseys.