We quickly realized that simply showcasing the design wouldn’t be enough, so we turned the jersey into a statement by addressing an ongoing issue in Swedish football. The concept was based on two insights: supporters should be truly supportive, and while players must earn the right to wear the jersey, supporters can simply buy it—even if they behave poorly while wearing it.

So we launched the first national jersey with terms and conditions that buyers had to accept, pledging to show respect for others, support the team through good times and bad, and promote inclusivity.

The PR effort was a success, with extensive media coverage and praise from the national team’s coach, Janne Andersson, on national TV. The campaign reached over 26 million people in Sweden and gained global attention