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The return of a classic

Controlling the game on & off the pitch

KNVBXNIKE
KNVBXNIKE

A kit that never really left

Ask any football fan what kit defined the early 2000s and the Nike Total 90 will come up fast. Worn by Oranje at EURO 2004. Circular numbers, bold cuts, raw character. Nike brings it back. We bring back the feeling.

Together with the KNVB, Nike reintroduces a classic. One that still lives in the memory of fans who were there. And still works for those discovering it now. The goal was simple. Create a global campaign that taps into the legacy of the shirt, connects with the football community on a deeper level and builds hype in an authentic way. That is where we came in.

 

KNVBXNIKE
KNVBXNIKE

A room full of memories

The entire campaign unfolds in a single space. A 2004 Dutch living room, recreated with care. The PS2 is on. FIFA 04 loaded. A buzzing Nokia. Magazines, Panini stickers, soft light slipping through the curtains. Nothing feels staged.

At the centre of it all are Virgil van Dijk and Tijjani Reijnders. Just two friends hanging out. Until you spot what they are wearing. The new Total 90 kit. Same design, modern materials. Not a replica of the past, but a continuation. Van Dijk lived that era. Reijnders grew up in it. Together, they give the collection a sense of continuity.

A campaign built on instinct

We led the creative direction, concept development, production and photography from start to finish. Together with Freshmen Media on film, we shaped a quiet, detailed story that unfolds through setting, subtle references and a natural reveal of the jersey. Familiar to some. New to others.

KNVBXNIKE
KNVBXNIKE

Global release

The capsule includes the 2004 home jersey, a Van Nistelrooy edition and the blue training suit. A one-to-one design, built for off-pitch moments.

The campaign launches on Nike Football and KNVB channels. The drop goes live on Nike.com, the SNKRS app and KNVBshop.nl. A true collector’s item that reflects a love for Oranje and celebrates the icons of that unforgettable era.

 

The return of
 a classic

KNVBXNIKE
KNVBXNIKE
KNVBXNIKE

About Nike x KNVB

“With this release, we are not just bringing back a beautiful design. We are bringing back the mentality of an unforgettable generation,” says Dave Dekker, Commercial Director at the KNVB. “This Total 90 reissue is a tribute to the fighters and style icons who inspired us then, and still do today.”

Since 1996, Nike and the KNVB have shaped the visual identity of Dutch football. From bold kit designs to campaigns that celebrate Oranje culture, the partnership continues to bridge football performance and creative storytelling.

 

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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.

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