THE THINKING.

Nothing unites a nation like a major football tournament, and the national jersey is the ultimate symbol of that unity. For the 2024 Euros and Copa América, we positioned the kits as the way for fans to feel part of something bigger, enabling them to express their passion for their team.

The photoshoots were conducted by photographer Alex De Mora in New York and Berlin, the host cities of the competitions. Additionally, we carried out redress work with various players in collaboration with Happy Finish.

Upon completion of this initial phase, we compiled Adidas' creative vision for the tournaments into a playbook featuring our photographic library - utilized globally in 2,800 Adidas stores and in graphic pieces across more than 160 countries.