The project
For World Cup 2026, FIFA didn't stop at one jersey. It commissioned a separate design for every host city, each translating that city's identity into a collectible shirt. The Seattle jersey is one of a full lineup sold as limited editions, priced around €320 each.
How it scored
Product: 8.2
It's a jersey, so the format is conservative and squarely on-brand for football. Solid execution, but not a category-defining product on its own.
Branding: 8.5
The city-by-city design work is the standout. Each shirt genuinely captures the spirit of its host city rather than reusing one template with a badge swap.
Activation: 7.6
It's for sale, and at €320 a shirt the price limits how scalable that is. There was room to build more buzz through giveaways or creator seeding instead of relying on the drop alone.
The verdict
A great creative campaign held back by a price point that keeps it a collectible rather than a mass activation.