KNVB x Nike
Feel it.
Play it.
Own it.
Nothing Like Oranje
Oranje isn’t just a colour. It’s a feeling.


Ready to own it
Oranje is more than just a colour. It is a feeling you live, play with and make your own. For WEURO 2025, Nike and the KNVB reveal the new home and away kits for the Leeuwinnen, not just to show what they wear but to celebrate how a new generation makes it theirs. With rising stars stepping into the spotlight, this tournament marks a bold new chapter filled with confidence, courage and pride. The kit launch lights the spark and sets the tone for everything to come, on the pitch and far beyond. Because Oranje is not just something you wear. It is how you show up.


They call it bold
Dutch football has always had its own style. Bold. Sharp. Unapologetic. Even in defeat, it stays true to itself. Some call it stubborn. We call it strength.
This campaign is an ode to that mindset. This is a campaign built for a generation that wants something real. A community looking for self-expression, not perfection. They don’t wait to be told. They look for examples they can relate to and turn them into something personal. We invite them.


We call it Oranje
The design pulls from 90s Dutch visual culture. Strong silhouettes. Graphic geometry. A lioness front and centre. Red, white and blue on the collar. Ready for performance and made to be seen. Whether on a pleintje, in the city, or on Europe’s biggest stage, it’s not about blending in. It’s about showing up with style, on your own terms


It brings us together
The campaign unfolds on a pleintje. A typical Dutch square. The kind of place where people meet, where everyday life happens. That’s where we meet Daniëlle van de Donk, Vivianne Miedema, Wieke Kaptein and Lineth Beerensteyn. Alongside them, we follow breakdancer India Sardjoe and a new wave of fans. People who live in their kit and wear it how they want.












Being ready to surprise
We pitched and won the campaign in early 2025. From there, we led strategy, concept, creative direction, photography, film, design and production. Together with Freshmen Media, we shot the campaign in one continuous space. The camera moves between wide shots and close-ups. Between stillness and rhythm. The styling pops against urban textures. Oranje against brick, concrete and soft daylight. Where fashion meets football and personal style becomes part of the play.


Own the Oranje kit now
The kits launched 29 May on KNVBshop.nl. The campaign ran across KNVB, Oranje Leeuwinnen and Nike-platforms and extended into digital, social, print and OOH. It reached its peak around the Leeuwinnen’s matches against Germany and Scotland, backed by a pop-up merch truck, nationwide creative outdoor and a community-driven content rollout. From teaser to arrival in style, from fan cams to PR and media.


KNVB x Nike
Since 1996, KNVB and Nike have shaped define the identity of Dutch football, balancing heritage with forward-thinking design. In recent years, Nike has increasingly focused on the women’s game, marked by the 2017 debut of a distinctive kit for the OranjeLeeuwinnen, complete with a lioness crest. The 2025 home kit builds on this legacy, combining innovation, cultural narrative, and performance to shape a new chapter in what Oranje represents today.
Also in our hall of fame
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Make your move
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Een bijzondere internationale samenwerking
De samenwerking met Invicta Watch is zeer bijzonder. Als Nederlands marketingbureau werken we al vele jaren samen met dit horlogebedrijf uit Miami. Eerdere campagnes waren bijvoorbeeld met de Muppets. We werkten samen met beroemdheden als Eva Longoria, Shaquille O’Neal, Gabrielle Union en Jason Taylor en verzorgden campagnes met bijvoorbeeld Marvel. Campagnes met een sportief tintje waren er met Las Vegas Raiders, MLB, NFL en NHL. In 2022 waren we verantwoordelijk voor de Juan Manuel Correa. En nu dus een vervolg met de campagne van Invicta Racing en de coureurs Bortoleto en Maini. Het was in alle opzichten een campagne zonder grenzen: een Zwitsers horlogemerk, een klant uit Miami, een landhuis in Engeland, coureurs uit Brazilië en India en een bureau uit Den Bosch.