One Jersey, One Country

Creative idea

Amidst war and displacement, Ukraine’s national football jersey became more than sportswear — it became a symbol of unity. When Adidas returned as kit supplier after eight years, the campaign “One Jersey, One Country” showcased how Ukrainians, separated by borders and circumstances, stayed emotionally connected through football. Real-life scenes — soldiers, families, and diaspora communities watching matches in blackout conditions or from abroad — replaced polished sports visuals, creating a raw, authentic narrative. The campaign transformed a product launch into a cultural statement of resilience, identity, and national togetherness.

Brand name: Adidas
Advertiser / client: Adidas
Product / service: Adidas
Campaign name: One Jersey, One Country
Agency network: HAVAS
Agency: Havas Digital Kyiv
Agency chief executive officer: Denys LOHVYNENKO
Executive creative director: Oleksiy MOROZOV
Copywriter: Andriy CHERNICHENKO
Account director (agency): Alyona GARASCHUK
Client account director: Olga KURYLO, Olga KOROTENKO
Strategic planner / strategist: Rita PESHKINA
Pr director: Alice SHEIN