For the 2026/27 season, F.C. København and adidas unveiled a third kit inspired by Den Røde Plads, the iconic red square in Copenhagen’s Nørrebro neighbourhood. Designed by BIG, Topotek 1 and Superflex as part of the urban park Superkilen, the square brings together elements from more than 60 countries, reflecting the many variants of global culture.
The third kit for the new season is a celebration of Copenhagen’s cultural diversity. It captured the spirit of a city shaped by different cultures, voices and backgrounds, united by a shared sense of belonging. A tribute to the neighbourhood of Nørrebro, its people and the area that F.C. København also represent as Byens Hold - the Team of the City.
Our PR strategy was built around taking the local design story to the global media including relevant leading social media platforms. We worked closely with the teams at F.C. København and adidas to bring its inspiration and cultural significance to the forefront. By connecting football with design, culture and urban identity, we developed a narrative that extended beyond traditional sports coverage, creating relevance for culture and lifestyle media as well.
Our PR outreach contributed directly and indirectly to widespread earned media coverage across global sports, culture and lifestyle outlets, achieved entirely organically without paid amplification.
Results:
- 51 earned media placements
- 95.5 million potential audience reach
- Global coverage across sports, culture and lifestyle
- 100% organic PR, no paid amplification
The campaign turned a kit launch into a celebration of Copenhagen’s cultural diversity, generating international attention while reinforcing F.C. Copenhagen’s identity as a club that represents the entire city.
Images: FCK media / Magnus Ekstrøm
