National Team Shirt Press Pack

Telling the story behind the shirt

In 2010, Nike launched new national team shirts developed for the World Cup 2010, with a strong focus on heritage and sustainability. To support the global press release, we were asked to design a limited edition press pack that would not just announce the shirt — but tell its story.

We created a tactile unboxing experience that unfolded in layers, mirroring the shirt’s layered narrative. From concept to material, every detail was crafted to echo the values behind the product — innovation, sustainability, and purpose — with each shirt made from recycled polyester sourced from PET bottles.

The result: a bold piece of design that stood out and left a lasting impression with press and influencers worldwide.