Adidas: Third kit launch
To celebrate Vålerenga Women’s second consecutive league title, adidas created a limited edition gold kit.
The creative concept for the launch, “Modern Alchemy,” draws inspiration from the ancient myth of alchemy — the quest to turn ordinary metals into gold. But in our story, alchemy isn’t about chemistry or secret formulas. It’s about transformation through passion, belief, and hard work turning something already great into something truly extraordinary.
The campaign introduced a new third kit created as a tribute to the team’s achievements and identity. It launched with social media posts featuring the players turned into gold, accompanied by text exploring the idea of what modern alchemy means.
A few days later, the photos went live on social media, announcing that the kits would be auctioned after being worn exclusively by the team in a single match, against last season’s runner-up.
The match ended with a 1–0 victory, and after the final whistle the kits were auctioned off for close to 10,000 euros in total. All proceeds went to covering training fees for children in the club from families with limited financial means.
Work by Fredrik Bergo.
