Where the home and away kits carry the history, tradition and expectations that follow Rosenborg onto the pitch, the third kit has room to be freer and more expressive, while still being unmistakably Rosenborg.

For the launch of the pink third kit, we created key visuals, video and campaign copy that took the kit out of the stadium and into everyday life.

Times change, and supporters change with them. The shirt is no longer just a match-day kit - it's what you put on when you meet the world. At a festival, at school, at work or out in the city. A statement piece that signals belonging without saying a word.

The pink third kit was made with this in mind. Bolder, more expressive, and a piece you choose because you want to. A shirt not just for those who want to stand out, but for those who want their love for Rosenborg to show. Even away from Lerkendal.

The campaign had to own that choice. And it had to reach a generation of supporters who wear the shirt on a festival stage as naturally as on matchday.

We built the campaign around a single, honest proposition: the shirt you choose because you want to. Not because it's the home kit. Not because everyone expects you to. Because it says something about who you are.

The key visuals placed the players, not in a stadium setting, but in the city. An aerial shot of players walking together. A close-up of the graphic on the chest, the pink and teal pressing against each other. Each image treated the kit as a lifestyle object, part of a wider visual language Nonspace has been building with Rosenborg since 2023.

The campaign copy drew a direct line from the club's brand platform, with "Alltid Framover" as the throughline: "Always forward. Now in pink." Short, confident, earned.

The 2026 third kit became one of Rosenborg's most talked-about releases of the season. The paid campaign ran nationally across three channels, Meta, Snapchat, and full-screen display on adressa.no and its Trøndelag publisher network, in two phases. A teaser before the kit was visible, then longer videos and a clean "shop now" creative once it landed in the shop. Together the three channels delivered close to 400 000 impressions, reached over 84 000 unique people on Meta and 63 000 on adressa, and drove nearly 3 000 clicks to the Rosenborg Shop.

The display work on adressa.no carried the regional weight. A view rate of 83,7 % across the run, climbing to 94,6 % on the desktop fullscreen format, meant the kit was actually seen, not just served. The Meta side did the conversion work, with the strongest creative returning a ROAS of 7,02.

The audience data tells the more interesting story. The 18 to 34 group drove 56 % of all link clicks, exactly the younger, style-conscious audience the pink kit was built for. At the same time, 65+ delivered the highest single share of engagement at 23 %, a reminder that the heritage audience showed up too. The campaign extended Rosenborg's visual identity into new territory without losing the people who have always been there, and demonstrated that the club's brand now has the range to hold a pink jersey with the same confidence as the black-and-white.

Photo: Ole Ekker

Video: Arne Vidar Stoltenberg (Nonspace) & Adrian Bredesen (Rosenborg Ballklub)