NIKE
— HALLO NEW JERSEY
When Nike announced their deal to replace Adidas as the official kit supplier of the German national football team, it sent shockwaves around the world, resulting in one of the most anticipated jersey releases of all time.
Since the partnership wouldn’t come into effect until 2027, Nike saw an opportunity to tap into the attention around the World Cup to create excitement for the future.
But how do you tease something you’re not allowed to show yet? You don’t.
Introducing: The Pixelated Jersey. A real jersey with its design details fully woven into the fabric in pixelated form, giving fans a glimpse while keeping the full reveal under wraps.
With Germany set to play its World Cup group match in New Jersey, Nike took advantage of the moment. On matchday, a giant barge floated down the Hudson River, steps away from the match, with the message: “HALLO NEW JERSEY.” It featured Germany star Jamal Musiala wearing the pixelated jersey.
Nike also activated a network of football and lifestyle influencers. 2014 World Cup winner Mario Götze, German streetwear designer and influencer Achraf, Futcrunch and Steven Kodra attended the game in the pixelated jersey, posting photos and tagging @nikefootball.
The project quickly stirred up football Germany. Fans, players and media all started talking about what Nike had in store, turning a future kit into one of the biggest conversations around the national team. What wasn’t there yet was suddenly everywhere.