Nike  —  Launch campaign

In the Name of Orange is a classic Dutch battle cry dating back to the 1500s. In the months leading up to the 2014 World Cup, we resurrected the phrase and gave it new meaning.

 We brought white lions to the playgrounds, pitches, clubhouses, squares and sidewalks where each Dutch National Football player first fell in love with the game. The lions celebrate the current team as well as inspire the next generation of talent.

Nike  —  Kit Launch


 To bring it all home, the team played its first ever match without names on the back of their jerseys, “in the name of Orange”. The message here is simple — the team plays for the lion on the front, not the name on the back.

Nike  —  Credits
Mark Sloan, Zack McDonald,
Bas van de Poel, Richard Mulder