At the intersection of sports, culture, fashion, and music, football shirts have evolved into global design icons. For the launch of F.C. Copenhagen’s 25/26 away jersey, adidas and F.C. Copenhagen wanted to capture the spirit of Copenhagen by night - a tribute to the city’s unique rhythm, creativity, and pulse after dark.

We were tasked with handling global press management and guest invitations for the pre-launch event in collaboration with the partners, ensuring that the story of the new kit reached the right audiences - both locally and internationally.

The new away shirt, launched under the theme “Copenhagen After Dark,” takes inspiration from the city’s vibrant nightlife - the neon lights, the energy of the streets, and the atmosphere that makes Copenhagen a global cultural hub.

During Copenhagen Fashion Week, the duo unveiled the jersey at a pre-launch event created by Culture Works, who transformed a Killer Kebab shop in the heart of the city into a one-night-only nightclub, featuring an exclusive performance by Danish pop band Elsked.

We managed press relations across key international markets, curated a guest list of profiles, creators, and fans, and helped amplify the story across lifestyle, sports, and culture media.

The campaign achieved strong international reach, with coverage in leading outlets such as SoccerBible, NSS Sports, Euroman, and Off The Pitch Archive, alongside high engagement across football and culture-focused social platforms like Football Fashion and Football Jersey Culture.

Photos: Mathias Haugaard / FCK Media