Rosenborg Home Kit 2026

Rosenborg Ballklub launched its 2026 home kit with a black retro collar that draws clear references to the club's history. Nonspace developed the concept "Blø for drakta" (Bleed for the shirt), key visuals, campaign copy and activation celebrating everyone who shows up for Rosenborg, on and off the pitch.

Highlights

Rosenborg Home Kit 2026 Blø for Drakta Campaign — by Nonspace

About the project

Rosenborg Ballklub is a Norwegian football club, based in Trondheim and founded in 1917. With a record number of league titles and a strong tradition in European competitions, Rosenborg has long been a central figure in Norwegian football. The club plays its home matches at Lerkendal Stadion and is known for its deep roots in the local community, strong supporter culture, and commitment to developing talent both on and off the pitch.

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The home kit is the heaviest to wear. It carries the history, the tradition and the expectations that follow Rosenborg onto the pitch, match after match, season after season. The black retro collar on the 2026 kit reaches back, drawing clearer references to the past.

For the launch we delivered concept development, key visuals, campaign copy and activation built around one idea: to bleed for the shirt.

Brand

Marketing

Art Direction

Social Media

Creative Campaign

Performance marketing

The 2026 home kit carried weight before it was even photographed. A black retro collar, clean and minimal, drawn from a time that reminds us of those who through the years have given everything for the shirt. The challenge was not to explain the reference, but to earn it. Kit launches in Norwegian football are often functional: product shots, player portraits, launch emails. We wanted to create a concept that speaks to the unity around the club, and celebrates those who show up on the pitch and around it. Players, former players, supporters, club staff: everyone who bleeds for the shirt.

The concept also needed to work across a broader campaign system, three kits and three distinct stories, all under the umbrella “Sammen e' vi Rosenborg”.

The concept “Blø for drakta” (Bleed for the Shirt) is not a metaphor for effort on the pitch, but an expression of what it means to carry a club through good years and bad. It celebrates everyone in and around Rosenborg: the players who have given everything, the support staff who never sleep, the veterans who wore earlier versions of this collar, and the new generation taking their place on the terraces.

The visual language followed. Sharp and elegant, minimalist and yet dramatic. The diamond is used in the lighting, a direct extension of the identity system.

The neck label carried the slogan: BLØ FOR DRAKTA. A line that can live on the shirt, in content and in the stands.

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 returned a ROAS of 5.29, with 13 purchases attributed directly to the ad and a much larger number completing in the shop after seeing it. CTR jumped from 0.18% in the teaser phase to 2.61% at launch.

On adressa.no, the display ad had a view rate of 81.1%, rising to 93.4% on desktop full screen. Together the three channels delivered over 780,000 impressions and drove more than 2,500 clicks to the Rosenborg Shop, making the home kit the largest of the 2026 kit launch campaigns.

Photo: Ole Ekker