Nike Hallo New Jersey
2026
Art direction
WIEDEN + KENNEDY AMSTERDAM
Director: Glenn Kitson
Nike Hallo New Jersey
2026
Art direction
WIEDEN + KENNEDY AMSTERDAM
Director: Glenn Kitson
When Nike announced their deal to replace Adidas as the official kit
supplier of the German national football team, it sent shockwaves around
the world, resulting in one of the most anticipated jersey releases of
all time. Since the partnership wouldn’t come into effect until 2027, we
saw an opportunity to tap into the attention around the World Cup to
create excitement for the future. But how do you tease something you’re
not allowed to show yet?
You don’t.
The Pixelated Jersey was a real, physical jersey, with design details woven into the fabric in pixelated form. Giving fans a glimpse of what was to come without revealing the actual design.
We also activated a network of football and lifestyle influencers. 2014 World Cup winner Mario Götze, German streetwear designer and influencer Achraf, Futcrunch and Steven Kodra attended the game in the pixelated jersey, posting photos and tagging @nikefootball.
The project quickly stirred up football Germany. Fans, players and media all started talking about what Nike had in store, turning a future kit into one of the biggest conversations around the national team. What wasn’t there yet was suddenly everywhere.
