Last weekend marked the start of Allsvenskan, the Swedish football league. Ahead of the season premiere, the newspaper Expressen released its annual Allsvenskan Magazine, a must-read for the most eager football fans.
To build anticipation, Forsman & Bodenfors created six print ads for Craft Sportswear, strategically placed throughout the magazine to count down to kickoff. The further readers got, the closer they were to the season’s first whistle, even if only by minutes.
Craft Sportswear is the official kit manufacturer for two of Sweden’s biggest clubs, Hammarby and IFK Göteborg. The brand also focuses on providing teamwear for youth clubs and smaller associations across the country.
