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.
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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Invicta Racing
Yellow Adrenaline
Invicta has a great affinity for racing and has therefore sponsored a Formula 2 racing team since 2023. With effect from 2024, this racing team will bear the name of its sponsor. For the campaign to launch Invicta Racing, our crew travelled to an English country house.
