Before the 2010 football season, adidas planned to launch the new club jerseys for Sweden’s three biggest rival football clubs. For the first time ever, these jerseys were going to be launched at the same time, under the same concept "Every team needs a shirt with a story". Unlike other campaigns, this would be based around the fans and not forced upon them.The jerseys were launched together with the fan clubs.Sweden’s biggest football blog for IFK Göteborg, leaked photos of a player wearing the new jersey.

AIK recorded a movie with a "Godfather" theme, in which the club manager presented the number 10 jersey to the fans’ favourite pet, Martin Mutumba.Djurgårdens IF recorded a movie with the fighter Mattias Jonsson.Facebook applications were created that switched the users profile pictures, showing their support for the different clubs.A key activity was the "Icon images", shot to connect the clubs with the global campaign look. The images where used for PR and as promotional material in all other available channels, such as in-store, arena visual merchandising and various ads.The sales for the clubs increased by 99% compared to 2009.

The shirts were launched in cooperation with the teams' supporter clubs.For IFK Göteborg, Sweden’s largest supporter blog, leaked pictures showing a player wearing the new shirt, three days before the launch.For AIK and Djurgården viral films were produced, starring favourite players.

For AIK and IFK Göteborg, Facebook applications were created to enable the users to change their profile pictures.

A key activity was the posting of "icon pictures" taken to link the clubs to the concept. The material was used both as a major part of the clubs’ communication during the year, and in all communication from adidas and its retailers.

Together with adidas, the clubs organized launching events where the most important players participated to meet the fans and present the shirt concepts.The campaign messages were communicated at the stadiums when the teams played their first games wearing the shirts.

The adidas shirt campaigns got a lot of coverage in both the soccer media and the supporters’ own channels at the start of the season. Furthermore, there were massive amounts of discussion threads on the campaigns in virtually all supporter forums related to the three clubs.

The films produced for the clubs generated a combined total of 40,000 viewings on YouTube in the first three weeks. In the same period, more than 10,000 soccer fans became carriers of the campaign in social media by using their profile pictures to highlight the shirt campaign in their own networks.The 2010 sales of adidas shirts for the three clubs have substantially exceeded the 2009 sales – for all clubs. In total, the sales for the three clubs’ team shirts increased by 99 %, 171 % up for AIK, 43 % for Djurgårdens IF and 103 % for IFK Göteborg.