CONCEPT DEVELOPMENT | CONTENT DIRECTION
& PRODUCTION | DESIGN
adidas Football:
safa world cup jersey launch
The return of a partnership that shaped the game.
adidas and the South African Football Association reunite for the 2026 World Cup and beyond.
Brought together with one purpose: to express football in its most liberated form. Rooted in legacy, driven by culture, this chapter carries the energy of the pitch into the lives of the people; where rhythm, style and identity have always defined the game.
This is more than a jersey. It’s the return of a nation’s voice. It’s Libré, in its truest form.
2026 World Cup Jersey Launchadidas FootballSAFA
The evolution of our footballing story sees a return to an exciting, expressive style of play. Free of limits.
Set build takes us back on the pitch, reimagined in studio and stripped back, yet still holding the full scale of the game, the backdrop becomes a stage for one player to move freely, create instinctively, and express every movement with zero constraints.
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SAFA
AWAY The Away jersey extends the union beyond the pitch. A return not just to the game, but to the culture around it. From street to sound, from movement to style, it brings adidas and Bafana Bafana into the everyday; where football lives, evolves, and belongs to the people, grounded in the nation’s yellow and carried with SAFA pride.
TYPOGRAPHY AS CHANTWe lead with global LIBRÉ messaging, carrying “You Got This” in a bold, cursive hand. Reinforcing the campaign’s sense of play. Held in bright yellows and greens and applied through repetition and rhythm to echo crowd energy, while maintaining clarity at distance.
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AMERICANA Through a South African lensadidas Football2026 World Cup Jersey Launch06
