adidas Originals has unveiled its Spring/Summer 2026 campaign ahead of the FIFA World Cup, marking the Trefoil’s return to official away jerseys for the first time in 36 years. Directed by Jack Begert, the seven-spot series celebrates football’s cultural legacy beyond the stadium, blending heritage, streetwear and fan experiences.
adidas Originals is making a powerful cultural statement with its latest campaign, launched in anticipation of the FIFA World Cup 2026. For the first time since 1990, the Trefoil – adidas’ emblem of originality – will feature on the chest of official away kits worn by 25 partner federations, including 13 nations competing this summer. The move pays homage to ‘90s football culture while reimagining it for today’s athletes, underscoring the brand’s enduring influence on both performance and lifestyle.
Sam Handy, GM of Football at adidas, described the moment as “a defining era of football culture,” noting that the jersey remains the truest representation of the sport’s reach across communities and subcultures. Each design honours the identity of its nation while offering fans a catalogue of jerseys that transcend the pitch and the stands.
The campaign, created by Project 3 and directed by Jack Begert through Biscuit Filmworks, comprises seven short films with stills by Chris Rhodes. Titled pieces such as Road Work, Pressure, and Dressed Up capture the everyday rituals and emotions of fans during the tournament – from watching decisive match moments in traffic jams to the superstition of never washing a lucky jersey.
Spotlighting adidas Originals clothing and footwear alongside game-changing boots and the newly released away kits, the films highlight football’s intersection with streetwear, subcultures and community. By focusing on life outside the stadium, the campaign celebrates the cultural heartbeat of the World Cup – the fans, the banter, and the shared experiences that define the tournament.
As the maker of the official match ball, the adidas Trionda, and long-time partner to FIFA, adidas continues a legacy of over 50 years at the centre of football’s biggest stage. With the Trefoil’s return and a campaign steeped in cultural resonance, adidas reinforces its icon status, ensuring that its imprint on the World Cup extends far beyond the pitch.
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