One Jersey, One Country

Denys Logvinenko - Managing Partner Alona Garashchuk - Account Director Olga Kurylo - Senior Account Manager Oleksii Morozov - Creative Director Andrii Chernichenko - Senior Creator Olga Korotenko - Account Manager Rita Peshkina - Strategist Alice Shein - Communication Lead

The "One Jersey, One Country" campaign transformed the Ukrainian National Football Team's kit into a symbol of Ukrainian unity during wartime. The project showcased diverse Ukrainians supporting their team despite being physically separated by current realities. By featuring war veterans, para-athletes, families, and youth watching matches in various circumstances — from phones behind camouflage nets to projectors on building walls — the campaign elevated the jersey from mere sportswear to a powerful cultural symbol connecting generations. This authentic approach demonstrated how national pride endures through shared moments of fandom, making the kit launch about far more than a product announcement. Cultural Context For Ukraine, the national football team has always been more than a sports organization — it's a symbol of national pride. As the country faces ongoing russian aggression, traditional gathering points like stadiums are inaccessible, and millions of Ukrainians are displaced both internally and abroad. Adidas returning as the national team's kit supplier after an eight-year hiatus provided a unique opportunity — not merely a product launch, but a symbol of hope for shared victories and peaceful times. The campaign embraced Ukraine’s fractured reality while emphasizing enduring emotional connections. It portrayed Ukrainians watching matches in diverse circumstances — from soldiers at the frontline to diaspora families abroad. This resonated deeply in a nation where football has historically transcended divisions. By placing the jersey in real-life settings — not on celebrities — we honored how people support the team under extreme conditions. The tagline "One Jersey, One Country" captured this sentiment: regardless of distance, Ukrainians stay united by symbols that reflect identity and resilience. Background During wartime, Ukrainians lost traditional ways of supporting the national team together in stadiums. Yet football remains a powerful unifier. With Adidas returning after an eight-year absence, the brief was to create a campaign that would not just launch the jersey, but turn it into a cultural moment — one that acknowledges the country’s current reality and reinforces unity. Our goal was to: → Announce the new kit and partnership → Build emotional connection and national pride → Drive jersey demand → Reinforce the jersey as a symbol of generational continuity, not just sportswear Creative idea The idea was simple: in wartime, a national jersey becomes more than sportswear — it becomes a unifier. “One Jersey, One Country” showed how Ukrainians, though apart, remain emotionally connected through football. The campaign featured people watching matches in real-life conditions: mothers with babies on tablets, soldiers at the front, families using generators, para-athletes training. We avoided glossy sports ads and focused on raw, lived moments — making the launch feel human, grounded, and emotionally true. This turned what could’ve been a standard campaign into a statement of national resilience. Its power lay in relatability: anyone, anywhere, could see themselves in the story. Strategy The campaign targeted Ukrainians regardless of age or geography — from those inside the country to diaspora communities across Europe. We also reached global football fans attuned to symbolic meaning in sports culture. Rather than focus on idealized athletes, we showed the kit in real situations that reflected wartime reality: → The jersey as a cultural connector → Everyday people keeping the fandom alive despite adversity → One national team, many different screens → “One Jersey, One Country” — a rallying cry for emotional unity Results Impact → Campaign reach exceeded expectations: 4.9M vs. planned 4.6M → Engagement rate — 5.5% across platforms → 100+ media outlets shared the story, reaching over 40 million → 50+ influencers amplified the message, engaging over 4M users → Total impressions — over 30M → Every 7th Ukrainian was touched by the campaign → 6.5M minutes of attention across digital and OOH → The jersey became the No.1 Adidas kit in Ukraine Cultural resonance The jersey showed up at cultural events, not just game. Fans personalized their kits to reflect where they were coming from. The phrase “One Jersey, One Country” entered daily speech. Public figures praised the authenticity and emotional tone. And yes — the team, once losing, hasn’t stopped winning since the launch.