The Away Kits Inspired By Home

Football. The planet. Not two things you’d usually tie together. But when it came to launching adidas’ 2023 Women’s World Cup away kits, we had a powerful story to tell. One that goes way beyond the pitch. With designs raising awareness of environments under threat, these kits represented more than football, they represented an urgent need to look after our planet. So whether it was -17° or +40°, below sea level or five kilometres above, we captured each jersey in the natural wonder it was made to help protect. To ensure our locations went unharmed, we went to great lengths to leave nothing behind. In Spain, rather than go to the real coral reefs, we created replicas that were then donated to local schools so they could study the reefs’ ecosystem. These are the away kits inspired by home.