Creative Soccer Culture

FC Copenhagen Reveal 24/25 Home Shirt From adidas

Taking a different approach to the regular kit releases that are a dime a dozen at this time of the year, Danish side FC Copenhagen have revealed their new 24/25 home shirt from adidas, and it comes with an important message: ’A simple visit to the doctor can save lives.’

We’re all for the plethora of kits that drop ahead of the new season, with the whole spectrum of good, bad and ugly well and truly taken care of. While most kit designs are inspired by something related to the club – be it a historical moment or achievement, the connection with the fans, or even the geographic location – Danish side FC Copenhagen have come with a new approach, with the launch of their home shirt coming with an important health message for fans, born from the fact that approximately 1 million Danes suffer from high blood pressure, but a third are not aware of it.

And so, to mark the launch of the club’s new home jersey, fans are being invited for a free health screening at the FCK Fanshop in Parken. If they take up the offer, they’ll get a special edition 'FCK Forever' print on their new season shirt.

"Together with adidas, we have a strong platform that we want to use to focus on an important issue in connection with the launch of the new jersey," explained Mads Jefsen, Marketing Director of FC Copenhagen. "We want to emphasise the importance of going to the doctor when you have symptoms, which is why we are also inviting fans to a free health screening at the FCK Fanshop.

The jersey itself is presented in the club's traditional white base with blue accents, while a striking zig-zag graphic in the same colours plays down the shoulders and arms, with the Three Stripe branding riding on top.

Copenhagen 4 Min
Copenhagen 5 Min

The campaign was developed in collaboration with the club's medical staff, who make sure some of the country's biggest sports stars stay fit and healthy. "With diseases such as high blood pressure and diabetes, we know that early intervention is crucial for survival, and therefore it is very important to get a health check if you have symptoms or are at risk," said FC Copenhagen's club doctor, Morten Boesen.

The initiative to launch a player jersey with a health-conscious campaign came from a collaborative effort between FC Copenhagen, adidas and agency Twenty. Henrik Hallberg, Director of PR and Brand Communications for adidas in the Nordics, said: "With the campaign and the FCK collaboration, we want to use the new season’s jersey launch to start a conversation that will encourage more people to go to the doctor. To underline this message, the new player jersey comes with the opportunity to be screened by healthcare professionals and get an 'FCK Forever' special edition print on the chest.  A sign that you support a community where we remind each other of the importance of prevention when it comes to healthcare."

Copenhagen 2 Min
Copenhagen 3 Min

The FC Copenhagen 24/25 home shirt is available at

Daniel Jones

The Creative Soccer Culture Brief

Sign up to our newsletter and we'll keep you in the loop with everything good going on in the world of Creative Soccer Culture.