National kit launch

Client: Osaka, Hockey Belgium
Channels: Website, Social media
Deliverables: Campaign video + photos

The client’s mission

To launch the new national hockey kit just ahead of the FIH Hockey World Cup. A major milestone for this release was the introduction of the first-ever third kit: a blue jersey with golden logos. The client's primary objective was to make this brand-new blue shirt the absolute centerpiece of the campaign.

Challenge

How do we create a high-impact reveal that breaks away from traditional, predictable sports marketing on a hockey pitch? The goal was to put a massive spotlight on the new blue jersey in a visually exciting way, while keeping the production highly time- and cost-efficient and centralized in a single location.

Solution

We pitched and executed "THE UNDERGROUND EDIT", deliberately taking the athletes off the pitch to reframe the kit as a modern streetwear icon. Shot in a raw, industrial location with a gritty aesthetic, heavy flash photography, and industrial sound design, we presented the blue jersey as a bold fashion statement rather than just a sports uniform.

This edgy shift in narrative clearly resonated with the fans: the new blue shirts completely sold out during the World Cup.

Crew

Bruno Keustermans
Frank Dewaele
Tibo Kerbusch
Thomas Sweertvaegher

Location via Revive.