ADIDAS THE WORLDS LARGEST FOOTBALL TEAM
Sweden hadn’t won a football game against Italy in 30 years. Now we needed to win to have a chance to reach the World Cup in Moscow. So we decided to challenge one of the core foundations of football: That a team always is eleven players strong. Together with the Swedish Football association, adidas invited ALL Swedes to become part of the national team – and get their own names and numbers on the jersey, and to get included in the Swedish Football Association team list. Every time someone joined the team, their name and number turned up on a jersey in the Swedish team’s locker room in real time, reminding the Swedish players that they just got a new team mate.