Merch
Video game
During the promotional run leading up the to release of EA Sports ”FIFA 21”, we were to be involved in the process of marketing the game to Swedish audiences. As part of their efforts to tap into global creatives we were chosen to represent Stockholm, Sweden in certain parts of the games design.
In collaboration with dutch clothing brand Killa Villa we designed a kit to be used in FIFA 21’s ”VOLTA” and ”Ultimate Team” game modes. Being unlocked by completing a special ”Stockholm-challenge” it would be made available for use in-game. The kit would not only be available to players in-game, but would also be seen in real life during various promotional events. The shirt was designed in a black and white split with a large "Say no to racism”-print. Our main inspiration came from Nike's anti-racism football kits from 2005, where the dutch national team among others wore the kit during several games.
The kit marked the first time a Swedish brand featured in the FIFA-franchise as an in-game official partner. Not only did the kit become available to millions of players, it was also shown off in real life and on the social media plattforms of EA Sports FIFA, Killa Villa and Dopest.
Production Company / Creative direction
Photos
Dopest
Art By Esse