Creative directions

Four ways the shared thinking could move.

Each direction is rooted in contributions from the idea landscape. Compare the promise and the difficulty, then choose which one deserves to be built.

One direction selected

01Selected

Wear Your Country

Limited shoes inspired by every participating country.

Why it matters: It makes identity visible and gives fans a piece of home to carry.
What is different: Country stories shape every detail, not just the colours.
The hard part: A broad collection adds rights and production complexity.

How does this direction feel?

Designed by the Fans

Supporters submit, remix, and vote on official shoe designs.

Why it matters: People become part of the campaign instead of watching it.
What is different: The crowd creates the product and the launch story.
The hard part: Voting, moderation, rights, and production timelines.

How does this direction feel?

Every Step Builds the Game

Every purchase supports youth football programmes.

Why it matters: It turns pride into a visible contribution to the next generation.
What is different: Impact is local, trackable, and connected to each country.
The hard part: Partners and reporting must be credible in every market.

How does this direction feel?

The Living World Cup Shoe

A digital identity that changes throughout the tournament.

Why it matters: Every match gives fans another reason to return and celebrate.
What is different: The shoe keeps evolving after purchase.
The hard part: The connected experience must stay simple and rewarding.

How does this direction feel?

Ready to shape

Wear Your Country

The first build will include collection story, launch film, country selector, and personalisation.

Build this direction

Available creative directions

Wear Your Country

Designed by the Fans

Every Step Builds the Game

The Living World Cup Shoe

Wear Your Country

Available creative directions

Wear Your Country

Designed by the Fans

Every Step Builds the Game

The Living World Cup Shoe

Wear Your Country