Unbranded Drops

Rosenborg Ballklub launched Unbranded in autumn 2024, a lifestyle collection that breaks with traditional supporter merchandise. Nonspace and Manufacture Oslo developed the collection and the AR campaign Unbranded Drops, releasing one product at a time on the streets of Trondheim and driving a 19% increase in revenue at Rosenborg Shop.

Highlights

A diverse group of young models wearing green and black streetwear poses in urban settings — by Nonspace

A map of Trondheim showing three Rosenborg Unbranded product drop locations with clothing and cap previews — by Nonspace

A hand holding a smartphone displaying the Rosenborg Unbranded app with a black sock product and Norwegian success message — by Nonspace

A woman with curly hair wearing sunglasses, a white t-shirt, green sweater tied around her shoulders, and gray denim skirt — by Nonspace

A person adjusting white Nike socks while wearing black Adidas sneakers with gum soles and gray denim shorts — by Nonspace

Two people in casual black and white clothing standing with a bicycle in front of an apartment building — by Nonspace

A young man with curly blonde hair and a mustache wearing a black Rosenborg beanie and black hoodie — 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 new collection follows a clear strategy for product development and production, and is part of the club's commitment to being a socially responsible organisation. The clothing line combines high quality with clean design and subtle details, featuring an Unbranded graphic of the ROSENBORG© logo that highlights the club's identity in a unique way. Circular design strategies were used throughout the design process.

Experience

Marketing

Retail Design

AR Experiences

Film production

Content Strategy

Campaign Development

Media Buying

Performance marketing

Audience research

Media Strategy

Rosenborg Ballklub collaborated with us at Nonspace and Manufacture Oslo to realise their vision of timelessness and quality. The collection is produced in small, family-run factories in the Porto region, known for their craftsmanship and high quality. Each factory has been carefully selected for its expertise and commitment to sustainable production. From premium merino wool beanies to organic cotton socks and caps, every product is made with care and precision.

For Rosenborg, this is about more than football. It is about creating something lasting and meaningful. The new clothing collection reflects that philosophy. It is made from high-quality materials and designed with a timeless aesthetic. Every garment is designed for comfort, functionality and style.

Supporter merchandise speaks to the already converted. Rosenborg wanted to reach a new audience, one that chooses clothing for its quality and design, not club loyalty alone. The challenge was to build a launch that created real cultural interest, not just store traffic, and to do it without relying on the club’s existing reach.

To bridge the gap between the digital and physical worlds, we developed an AR solution that allowed supporters to explore the new collection in an entirely new way. We chose to use augmented reality (AR) to make the launch more interactive and give fans a sense of being part of something bigger.

The clothing collection was introduced through the teaser campaign Unbranded Drops. One product at a time was digitally dropped at various locations across Trondheim. By scanning a QR code, fans could be the first to view the product through AR technology.

The first person to scan the QR code got to see the item and received a code to claim it for free, while the next 10 received 20% off in the Rosenborg Shop.

The campaign was rolled out in several waves, supported by content on Rosenborg’s social media channels to build anticipation and engagement around the launch. The AR experience created a direct link between the physical and the digital, and discovery became part of the brand experience.

The use of AR in the campaign proved to be a great success. We saw increased engagement both digitally and physically, and many expressed excitement about the way the collection was launched. Unbranded generated more traffic than the traditional jersey release and resulted in a 19% increase in revenue at the Rosenborg Shop.

With AR, we have taken a step towards the supporter experience of the future. The technology has allowed us to create a deeper connection between the club and its supporters, while showing that Rosenborg is a club that embraces innovation. This is just the beginning, and we look forward to exploring more campaigns in the future.

Photo: Sander Dybvik