Rosenborg Away Kit 2026

This year's design has a graphic and illustrative expression with a striking chest piece, not unlike a superhero's. Through the concept “Rosenborg's Superheroes” we built a campaign that celebrated the players as heroes and role models for a new generation of supporters.

For the launch of the 2026 away kit we delivered concept development, key visuals, video and campaign strategy.

The away kit demanded something different. Graphic, bold, with a striking V-shaped chest design that looked like a superhero costume. The design pointed the way itself. The question was how to build a campaign that reached kids and families, the next generation of Rosenborg supporters, without losing the credibility and ambition the brand had built since 2023.

Norwegian football has a habit of positioning players as professionals. We wanted to position them as legends. The kind a seven-year-old draws on a piece of paper.

We built the campaign around the concept “Rosenborg's Superheroes”. Players were celebrated as heroes and role models through a visual universe that speaks to kids and young supporters: dynamic visuals and graphic elements amplify their talent and skill, presenting them as super-athletes.

The away kit is for all ages, but we speak a language and play in a universe that kids know well.

As an extra detail, the kit carries its own neck print. The men's shirt reads “Angrip”, coach Alfred's main message from the sideline, turned into pure graphic energy. The women's shirt reads “Attack”, as the women's squad most often hear the same message in English. Small details that root the campaign in Rosenborg's culture.

“Rosenborg's Superheroes” worked as well in paid media as in the online shop. The campaign ran nationally on Meta, Snapchat and full-screen display on adressa.no and its Trøndelag publisher network, in two phases: teaser and launch.

The launch phase did the converting. The Meta launch ad alone returned a ROAS of 7.02, with 14 purchases attributed directly to the ad and a much larger number completing in the shop after seeing it. CTR jumped from 0.13% in the teaser phase to 4.05% at launch, the kind of step that only happens when the audience has been primed and the product is ready to buy.

On adressa.no, the display ad had a view rate of 81.7%, rising to 93.7% on desktop full screen. Together the three channels delivered over 585,000 impressions and drove more than 2,100 clicks to the Rosenborg Shop.

What we take from it: a strong creative platform carries its own weight through the whole funnel. “Superheroes” gave the campaign a story for the teaser, a reason to wait for the launch, and an idea that stayed alive well beyond the ad placements themselves.

Photo: Ole Ekker