Hallo New Jersey
Nike teases new jersey with Jamal Musiala...in new Jersey
Nike continues to rip the script this summer, hijacking the occasion of Germany’s game in New Jersey to give fans a pixelated glimpse of the most anticipated shirt of 2027. Worn by one of the nation’s brightest stars, the pixelated and redacted shirt will be revealed on June 25th, with a giant OOH on the Hudson river in New Jersey, the location of Jamal Musiala’s final group game.
After 70 years, the German Football Association enters a new era with Nike. The official partnership does not start until 2027, but Nike saw the perfect moment to strike early. With the world’s eyes on football’s biggest stage, the brand chose to not show the future shirt but instead pixelate it.
With fans gathering to watch Germany’s final group-stage match on June 25, a giant Nike barge will float across the Hudson river with a clear message – “Hallo New Jersey”.
The activation cements Nike’s daring spirit both on and off the pitch during the tournament and creates intrigue and momentum with both the German football community and international fans for Nike’s future with Germany long before the first kit is ever revealed.
A film asset will spread far and wide across social to make the barge and the jersey even more famous, featuring Germany’s last World Cup winning goalscorer Mario Götze (and Nike athlete) and key Nike catalyst and streetwear brand 6PM founder Achraf, to resonate with a young global football-culture obsessed audience.
