Sweden is an unusually transparent and open country that also happens to have one of the best international women’s football teams in the world. To help adidas and SvFF fire up the football community ahead of the Euros 22, we created the most confident football jersey ever.

The How to stop Sweden campaign was centered on a comprehensive guide that outlined team and player strengths along with an analysis on how to best counter them, printed on the jersey, and published online. The “sugar-coated arrogance” of the campaign and its focus on sports performance, rather than equality, advanced the tone of women’s football marketing and upped the stake going into the championship.

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