Uruguay NTK WC

As part of the journey toward the FIFA World Cup, this initiative marked the reveal and launch of the new Uruguay National Team jersey. Inspired by the "Garra Charrúa" and the unique drive of a small nation fighting with courage and ferocity, the campaign channels the spirit of a team playing as if they have nothing to lose.
This storytelling successfully built anticipation for the official unveil of the jersey, which features Nike's new AERO-fit technology.

Campaign results

+60%

Sell Through

2.7M

Impressions

Jersey Unveil Stunt

On March 21st, a collaborative post went live across @nikefootball and @aufoficial, featuring the Unveil Stunt and the campaign’s core narrative. Bringing “Born to Battle” to life, the stunt used visual effects to transform Estadio Centenario into a battle arena, serving as the main reveal ahead of launch. Nike.com.uy supported with a “Coming Soon” homepage. The reveal was amplified by players like Fede Valverde and Maxi Araújo, plus influencers and media, generating strong positive sentiment around the design and technology. The official Jersey Launch followed on March 23rd with a 360° campaign.

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MEDIA

The media strategy was executed through a comprehensive mix of Digital Brand Media and Out-of-Home placements to maximize reach.

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GALLERY

ENERGY

During the initial pre-launch phase, strategic cultural and sports voices played a critical role in amplifying the digital stunt and the official jersey unveil across their platforms. Following this amplification, a targeted seeding initiative was executed by gifting the new jersey to these key profiles. To strongly reinforce the campaign's combative narrative, the product was presented in a custom plaster box designed to simulate solid stone, requiring the recipients to physically "fight" and break the exterior to access the jersey inside.

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SEEDING

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NDDC

Launched as the season’s number one priority, the campaign featured a complete Homepage Takeover, as well as a Football Landing Page Takeover, to drive maximum digital visibility.

29%

Sell Through

NSO

The campaign was brought to life at our NSO Montevideo door, guided by a strategic Attract-Engage-Connect consumer journey. This retail activation included premium in-store jersey customization services with player names and numbers, perfectly complemented by an impactful full mall media takeover.

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GALLERY

53%

Sell Through

STRATEGIC PARTNERS

The initiative was also executed alongside our partners at NSP and multibrand doors, maintaining a consistent Attract-Engage-Connect level of premium retail execution.

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GALLERY

69%

Sell Through

FRIENDLY MATCH: PENNANT

In alignment with this combative narrative, and ahead of the friendly match against England on March 27, the Uruguay National Team presented the opposing squad with a special customized pennant (banderín) embodying this warrior sentiment. This action generated excellent organic reach and impact across media and social platforms.

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GALLERY