Women's EC25 Kit Reveal

Client: Nike

A bold reimagining of football's most sacred ritual – this project saw Seen Studios conceptualise, design, and execute Nike's most ambitious expression of women's football culture to date, unveiling five European Championships national team kits through an immersive cultural experience.

Building on the insight that fans drive women's football, we created an experience where individual self-expression embodied the unstoppable impact of the collective, as our reimagined stadium held the collective force of fandom in motion. Held at Dock X, media took their seats among drummers, dancers, and styled fans. As the stadium plunged into darkness, deep humming built into rhythmic drumming and collective chants. Each federation – England, France, Netherlands, Nigeria, and Norway – performed individual choreography, with styled kit models captured on big screens and surprise spotlights revealing athletes hidden in the bleachers. Spotlights revealed Ms Banks on the pitch, sporting two featured federations reflecting her heritage. As she performed, models and athletes took to the stage, blending fashion, music, and football to close the showcase. The kit reveal celebrated the past, present, and future of women's football through multi-sensory spaces, immersive performances, and powerful conversations. From reimagined stadium rituals to a panel exploring football as a force for social change, the women's game took centre stage – not just for what it is now, but for what it’s becoming. We celebrated the makers, designers, and artists shaping the culture as much as the players shaping the game.