Japan is one of the most interesting teams to have participated in past World Cups at the soccer level. In some way, they were surprised. From the fanbase that cleans stadiums to the way sports are combined with today’s most distinctive art form: anime.
Japan is one of the most interesting cultures in the world and has managed to expand its influence around the world. Anime is contributing to this trend, with millions of people around the world watching iconic Japanese series from this country and its creators.
A launch that goes beyond uniforms
This time, for the 2026 World Cup jersey presentation, we went a step further and not only showed off the jersey, but created an entire visual narrative in the style of an animated entrance. Inspired by blue rock, the design combines classic Japan blue with a wave pattern that evokes the strength of the ocean, reinforcing the connection between identity, culture and emotion, under the slogan “More Free…More Free”.
The results were immediate. Not only Japanese fans responded, but fans around the world also became interested in a jersey that was associated with more than just soccer.
The key is to connect with new audiences
The collaboration with Adidas wasn’t just limited to design. The brand chose a strategy closer to entertainment than a simple sports campaign and decided to integrate original music as part of the launch.
That’s when Ado’s “Kira” appeared, created as an anthem for the new stage leading up to the 2026 World Cup. More than just a promotional song, the song serves as the centerpiece of a concept that mixes national identity, pop culture, and soccer into the same product.
Beyond representing its national team, Japan is also aiming to expand its reach to an audience that consumes anime, music and digital culture, even if they don’t follow soccer in traditional ways.
Japan wanted experience. Jerseys become desirable not only for what they represent on the pitch, but also for how they integrate into world culture.
