× EgyptWorld Cup kit launchA kit launch staged like a premiere.
The challenge
Launch Egypt's World Cup kit with the squad and with the players who wore the shirt before them.
Kit launches in this category look alike: a stadium, a pitch, some smoke.
The thinking
Insight
For Egyptian fans the national shirt carries memory. 1998 is part of the 2026 story.
Strategic choice
Launch the shirt as heritage, not as a season.
The idea
A red-lit theatre instead of a pitch, and a legends series that puts the 1998 shirt next to the new one.
The output
Squad portraits in the theatre, the kit revealed in a case, and a legends series pairing past and present.
The premiere
Legends
Point of view
Heritage is a launch strategy when the audience already owns the memory.
The impact
Next · Sun & Sand SportsA launch that told the story of the shirt, not just the season.
Draft note, hidden on the live site. Add a result here when you have it:
- Social reach and shares at launch
- Pre-order or launch week sales