The Challenge
A polarized launch. Mixing high fashion with football sparked public skepticism and negative sentiment around the national team jersey.
The Strategy
Crisis to catalyst. An agile PR defense pivoted the conversation from “runway” to “result”, aligning the brand entirely with the momentum of the national team’s achievements.
The Achievement
Brand redemption. The critics went quiet as the jersey proved its worth on the field, and it was cemented as the national lucky charm during the historic 2024–2025 campaign.
2024–25
The historic campaign it became part of
Lucky charm
What the nation started calling the jersey
