On Friday, France played Georgia for the World Cup 2014 qualifiers. Nike launched the FFF Away kit swapping the traditional white for a light blue colour palette. Nike added a strong social media element to boost players performance.
Nike chose to dismissed the traditional white colourway of the french away kit and came up with a daring light blue kit.
The Nike tagline for this kit is inline with the change they implemented. “En bleu et contre tout” (In blue against everything, translated differently for the english speaking markets to: Drenched only in Pride) outline the need to unite with the national team against all hurdles and the need for change.
Proudly displaying the colous of the national flag, the clean design is given a French style with a Tricolor sleeve trim and the ‘Nos differences nous unissent’ rallying cry inside the collar. Designed with laser-cut ventilation and atom fabric for increased breathability and comfort, Dri-FIT technology also helps wick away moisture to keep you dry in the on-pitch battle. [Source: Nike.com]
French fans were able to send direct messages to the team, and their messages were displayed during the game. From Nike’s Facebook page (https://www.facebook.com/NikeFootballFrance) or the hashtag #EnBleu, the messages were displayed at Clairefontaine, at the Nike store in Champs Elysées and during the game France v Georgia and France v Spain.