Adidas Design & Branding AUTHENTIC FEDERATION JERSEY by Strichpunkt

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market Germany
Agency Strichpunkt
Art Director Kirsten Dietz
Released June 2010

Credits & Description

Category: iii. Premium Brand
Advertiser: ADIDAS
Product/Service: SOCCER JERSEYS
Date of First Appearance: Jun 25 2010
Entrant Company: STRICHPUNKT, Stuttgart, GERMANY
Art Director: Kirsten Dietz (Strichpunkt Design)
Creative Director/Text: Jochen Rädeker (Stirchpunkt Design)
Media placement: Jersey Boxes - Shops - June 2010

Describe the brief from the client
For the national soccer teams of Argentina, Germany, France, Mexico and Spain, adidas is issuing a collector’s edition, in each case consisting of a vintage jersey from a past World Cup and the current national jersey for the 2010 World Cup.

Describe the challenges and key objectives
The edition is strictly limited to 2010 sets of each.

Describe how you arrived at the final design
The packaging and design specialists have developed some of the most elaborate and high-quality packaging ever produced by adidas: the jerseys are presented in boxes that have mostly been made by hand and refined by the use of various finishes, embossing techniques, metal elements and hot foils. The boxes can be opened up like display cases and contain comprehensive information on the history of the respective teams.

Give some indication of how successful the outcome was in the market
Despite the fact that the shirts individually retail at under 70 Euro, the ornately decorated showcase-shape boxes at 300 Euro were sold out in next to no time: these presentation boxes complete with lacquer, embossing, metallic detail and hot foil ornamentation have become true collector's items of their own accord.