The chosen direction
A campaign born from 347 voices
Wear Your Country
Wherever you live, you can carry your country with you.
👟🌍
The human truth
Football is not only a game. It is a way people carry their identity, family, memories, and homeland.
The campaign idea
A limited shoe collection inspired by every country competing in the World Cup.
The experience
Fans choose their country, personalise the shoe, unlock digital content, and share their supporter identity.
The promise
Wherever you live, you can carry your country with you.
How the story will look
👟
Shoe mockups — 48 country editions
📣
Fan photography — real supporters, real streets
🏟
Stadium imagery — night lights, big moments
📱
Social previews — stories, reels, share cards
🖥
Landing page — choose your country
📦
Packaging — a box worth keeping
✨ Show the strategy behind this
Audience segmentsLocal supporters · diaspora communities · collectors · young fans
Value propositionWearable expression of national identity
Campaign funnelAwareness (film, social) → engagement (personalise) → conversion (limited drops) → advocacy (share cards)
Channel planSocial video, influencers, paid social, search, email, retail pop-ups
Measurement frameworkReach → design starts → design completions → purchases → UGC volume
Experiment structureA/B: identity-led vs performance-led messaging by market