The challenge
F.C. Copenhagen and adidas set out to launch a special-edition jersey celebrating the 150th anniversary of Kjøbenhavns Boldklub (KB) - one of the oldest football clubs in the world.
The ambition was to position the jersey as a cultural artifact rooted in football history, community, and heritage.
The challenge was to elevate a product launch into a global story - and to reach beyond traditional football audiences into fashion, lifestyle, and cultural media without relying on paid distribution.
The approach
The story was built around legacy: 150 years of football history, the origins of F.C. Copenhagen, and the cultural significance of KB.
Goodrel led a focused PR effort centered on a single, strong narrative - carefully crafted and distributed to a highly curated list of trusted editors across sports, fashion, and lifestyle media globally.
Rather than scaling volume, the strategy prioritized precision:
- One clear and compelling story rooted in heritage and identity
- Targeted outreach to media with a proven interest in football culture and design
- Leveraging strong editorial relationships to secure high-quality placements
The results
With no paid media and full focus on editorial storytelling, the story achieved global reach and strong engagement.
The initiative generated:
- 54 pieces of key coverage across international sport, fashion, and lifestyle media - including GOAL, SoccerBible, Versus, Berlingske and Euroman.
- Pick-up by 30 Instagram-based media platforms
- Orders from more than 40 countries, demonstrating global demand
