Unbranded Drops

In the fall of 2024, Rosenborg launched the clothing collection Unbranded. A completely new line that breaks away from traditional supporter merchandise and takes a significant step into the lifestyle market.

Highlights

A diverse group of young models wearing green and black streetwear poses in urban settings — by Nonspace

A map of Trondheim showing three Rosenborg Unbranded product drop locations with clothing and cap previews — by Nonspace

A hand holding a smartphone displaying the Rosenborg Unbranded app with a black sock product and Norwegian success message — by Nonspace

A woman with curly hair wearing sunglasses, a white t-shirt, green sweater tied around her shoulders, and gray denim skirt — by Nonspace

A person adjusting white Nike socks while wearing black Adidas sneakers with gum soles and gray denim shorts — by Nonspace

Two people in casual black and white clothing standing with a bicycle in front of an apartment building — by Nonspace

A young man with curly blonde hair and a mustache wearing a black Rosenborg beanie and black hoodie — by Nonspace

About the project

Rosenborg Ballklub is a Norwegian football club, based in Trondheim and founded in 1917. With a record number of league titles and a strong tradition in European competitions, Rosenborg has long been a central figure in Norwegian football. The club plays its home matches at Lerkendal Stadion and is known for its deep roots in the local community, strong supporter culture, and commitment to developing talent both on and off the pitch.

Visit the website

The new collection follows a clear strategy for product development and production, and is part of the club's commitment to being a socially responsible organisation. The clothing line combines high quality with clean design and subtle details, featuring an Unbranded graphic of the ROSENBORG© logo that highlights the club's identity in a unique way. Circular design strategies were used throughout the design process.

Experience

Marketing

Retail Design

AR Experiences

Film production

Content Strategy

Campaign Development

Media Buying

Performance marketing

Audience research

Media Strategy

Rosenborg Ballklub collaborated with us at Nonspace and Manufacture Oslo to realise their vision of timelessness and quality. The collection is produced in small, family-run factories in the Porto region, known for their outstanding craftsmanship and quality. Each factory has been carefully selected for its expertise and commitment to sustainable production. From premium merino wool beanies to organic cotton socks and caps, every product is made with care and precision.

For Rosenborg, this is about more than football, it's about creating something lasting and meaningful. The new clothing collection reflects that philosophy. It is crafted from the highest-quality materials and designed with a timeless aesthetic that never goes out of style. Each garment is thoughtfully made to deliver exceptional comfort, functionality, and style.

To bridge the gap between the digital and physical worlds, we developed an AR solution that allowed supporters to explore the new collection in an entirely new way. We chose to use augmented reality (AR) to make the launch more interactive and give fans a sense of being part of something bigger.

The clothing collection was introduced through the teaser campaign Unbranded Drops. One product at a time was digitally dropped at various locations across Trondheim. By scanning a QR code, fans could be the first to view the product through AR technology.

The first person to scan the QR code got to see the item and received a code to claim it for free, while the next 10 received 20% off in the Rosenborg Shop.

The campaign was launched in multiple waves, supported by content on Rosenborg's social media channels to build anticipation and engagement around the release.

The use of AR in the campaign proved to be a great success. We saw increased engagement both digitally and physically, and many expressed excitement about the way the collection was launched. Unbranded generated more traffic than the traditional jersey release and resulted in a 19% increase in revenue at the Rosenborg Shop.

With AR, we've taken a major step toward the supporter experience of the future. The technology has allowed us to create a deeper connection between the club and its fans, while also demonstrating that Rosenborg is a club that embraces innovation. This is just the beginning, we're excited to explore even more engaging digital solutions in future campaigns.

Photo: Sander Dybvik