The home kit is the heaviest to wear. It carries the history, the tradition and the expectations that follow Rosenborg onto the pitch, match after match, season after season. The black retro collar on the 2026 kit reaches back, drawing clearer references to the past.

For the launch we delivered concept development, key visuals, campaign copy and activation built around one idea: to bleed for the shirt.

The 2026 home kit carried weight before it was even photographed. A black retro collar, clean and minimal, drawn from a time that reminds us of those who through the years have given everything for the shirt. The challenge was not to explain the reference, but to earn it. Kit launches in Norwegian football are often functional: product shots, player portraits, launch emails. We wanted to create a concept that speaks to the unity around the club, and celebrates those who show up on the pitch and around it. Players, former players, supporters, club staff — everyone who bleeds for the shirt.

The concept also needed to work across a broader campaign system — three kits, three distinct stories, all living under the single idea of "Sammen e' vi Rosenborg."

The concept "Blø for drakta" is not a metaphor for effort on the pitch, but an expression of what it means to carry a club through good years and bad. It celebrates everyone in and around Rosenborg: the players who have given everything, the support staff who never sleep, the veterans who wore earlier versions of this collar, and the new generation taking their place on the terraces.

The visual language followed. Sharp and elegant, minimalist and yet dramatic. Diamond-shaped lighting cuts anchored the composition — a direct extension of the identity system.

The neck label carried the slogan: BLØ FOR DRAKTA. A line that can live on the shirt, in content, and in the stands.

"Blø for drakta" gave the 2026 home kit a story strong enough to carry across paid media and into sales. The campaign ran nationally across Meta, Snapchat and full-screen display on adressa.no with its Trøndelag publisher network, structured in a teaser phase before the kit was visible and a launch phase once it landed in the shop.

The launch did the selling. The Meta launch ad returned a ROAS of 5,29, meaning every krone spent brought back more than five in tracked revenue, with 13 purchases attributed directly to the ad and a much larger number completing in the shop after seeing it. CTR jumped from 0,18 % in the teaser phase to 2,61 % in launch, the kind of step that only happens when the audience has been primed and the product is ready to buy.

The display work on adressa.no carried the regional weight, with a view rate of 81,1 % across the run, climbing to 93,4 % on desktop fullscreen. Together the three channels delivered over 780 000 impressions and drove more than 2 500 clicks to the Rosenborg Shop, the largest paid footprint of any kit launch in the 2026 cycle.

The home kit is the one supporters wear most, and it is the one the campaign is built to live alongside the longest. "Blø for drakta" was designed to extend beyond launch week into matchdays, social content and shop activations, and the data confirms it had room to breathe. The teaser planted the line, the launch made it count, and the concept is still doing work every time a player runs out at Lerkendal.

Photo: Ole Ekker