Even before it is official news, the possibility of the Brazilian team having a uniform that wears colors that are not on the national flag caused an immediate repercussion. The controversy invades sports programs, dining tables and even the wheels in the bars. After all, why would a brand make a change as drastic as putting the biggest selection in the world using red after decades wearing the uniform “canarinho” and the blue option, as Footy Headlines, a site specializing in the theme, speculated?
The possibility, which has not yet been confirmed by CBF – and not by the Nike Uniform supplier – is another example of marketing plays that from time to time happens: intentional rupture with traditionalism for aesthetic, narrative and, of course, commercial boldness.
There are some hooks that can be used in the launch campaign, such as the example that Brazil has used red in 1917, for example.
André Vianna, sports marketing consultant with crossings on brands such as Adidas and Puma, explains that the development of a new shirt follows well -defined strategic guidelines. He has recently participated in the creation of Palmeiras uniforms with both brands.
“There is a sports equipment guideline to guide the new releases. They are fashion, color, concept trends that all clubs in this brand must follow.”
“After that, there is a collaborative work with the club to raise possible commemorative dates, fans wishes, future actions and willingness of the board. Aligning these brand guidelines with the club’s collaboration develops a shirt, a product with lower risk of rejection,” he said.
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Product x Tradition
Eduardo Corn, professor at Insper and Marketing Consultant, points out that the launch campaign could even use the color of Pau-Brazil, wood much found in Brazil at the time of discovery and is pointed by historians as responsible for naming our country. He highlights the importance between the product and the tradition.
“The shirt of a national football team is one of the main symbols of its culture, which transcends sport. It does not mean that other colors are prohibited, but any change must respect the historical and cultural context that the team represents,” said Corn.
“The ‘novelty’ is a powerful tool in the sports equipment industry. Sport fans are moved by releases. And ‘out of the standard’ releases, such as this red shirt, usually generate even more repercussion and sales.”
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According to him, although the risk of rejection exists, especially when it comes to a national symbol, brands carefully evaluate the cost-benefit. “Most of the time, this risk and boldness are worth it and bring good results.”
Using her recent experience, Vianna points out that sports performance can directly influence sales. “Losing from 3 to 0 to a large rival in the debut of the new shirt can have a negative impact. The opposite is also true.”
Examples of similar boldness abound. In 2016, Italy’s Juventus, traditionally known for the Black and White Striped Uniform, adopted a third pink shirt-a tribute to its history, as the club has already used the color in the past.
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At the 2018 World Cup, Nigeria won headlines with a vibrant alternative uniform, with geometric prints in neon green, which became a phenomenon of sales and fashion and, in 2026, can wear pink. Called Celeste, the Uruguay selection has already used the red. Germany, in 1994, also surprised by wearing a shirt with colorful graphics on his chest – a design still remembered by fans.
Brazilian clubs have also tested new palettes. Corinthians has launched purple, oranges and even golden shirts, always generating intense fans reactions. Palmeiras has already paraded uniforms in tones of lime, gold and silver. Sao Paulo honored the city with a gray shirt. Abroad, Barcelona wore fluorescent orange, Real Madrid launched a lime green model and Manchester United used pink.
Bold
However, not every boldness is well received. “Launching a different shirt is indeed a greater risk,” warns Vianna. “Usually different shirts are launches of a third uniform or a commemorative uniform, with lower volumes, creating desire in the fan. If it works, there may be a faster and assertive ‘sell-out.”
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He adds: “In the case of the national team, a color change from shirt 2 to the 2026 World Cup is a totally atypical situation. It will all depend on the execution, the campaign, how the shirt and also the country’s performance in the World Cup will be announced.”
In the end, the discussion reveals more than aesthetic preferences: it is how football connects with identity, memory and market. Among nostalgic fans and curious consumers, there is room for debate – and perhaps for new colors. Whether it is red or not, the 2026 national team shirt has already fulfilled one of its functions: generating expectation and conversation. And that, in sports marketing, is the first step to success.
