The hero of the campaign is Sparta Prague’s new football shirt for the 2022/2023 season. The spot addresses different target groups of both sports brands and connects their different interests. In addition to loyal Sparta fans, the video features a pair of teenagers who are considering buying the new Sparta shirt in a fan shop. The shirt turns out to be a ticket to a world of unlimited (not only football) experiences. The spot was deployed in online formats and on Facebook, Instagram and TikTok. The digital part was complemented by a PR campaign in the form of collaboration with selected periodicals and influencers.