Pringles has teamed up with INNOCEAN Berlin to create a fashion solution for football fans following the World Cup.
World Cup Night Kit
For fans who want to stay up late to watch their team’s matches in far-flung time zones – the popular snack brand has launched a hybrid football shirt and pyjama set called the Night Kit.
As football viewing habits shift from packed public screenings to living rooms, sofas and bedrooms, the project reimagines one of football culture’s most iconic garments for its most unexpected setting yet: the bed.
When the whole world goes football mad and fans stay up until the early hours to watch matches played in distant continents, the search is on for the ideal apparel for these late-night viewing occasions.
Should you change into your pyjamas or don that staple of footie fandom, the football jersey?
Pringles has the perfect answer – the Night Kit combines both, so fans can be ready for bed while sporting football-themed loungewear and munching on their favourite stackable potato chips.
Rather than adding another piece of tournament merchandise to the market, the Night Kit transforms the football jersey into a commentary on how fans actually experience the game today.
INNOCEAN Berlin worked with renowned creative studio Sucuk und Bratwurst, based in Berlin, to develop the limited-edition shorts and shirt set for Pringles, known as a ‘pyjersey’, which will be available in Germany exclusively to a select set of style influencers.
Julia Anderson, Market Activation Manager, Pringles DACH said: “We’re seeing that fan culture is changing with this World Cup and the late kickoff times, shifting more toward private settings.
“That’s exactly where we want to be relevant as a brand.”
Juan Andres Kebork, Senior Copywriter at INNOCEAN Berlin said: “Every brand is trying to be louder during football’s biggest month. We decided to go to bed instead.
“The project reflects the agency’s belief that brands create stronger cultural relevance when they solve real tensions rather than follow category conventions.
“In a landscape saturated with football marketing, the Night Kit demonstrates how a challenger mindset can transform a practical consumer reality into a cultural conversation.”
Sucuk und Bratwurt explained the designer POV: “We took vintage football jerseys as our starting point and wanted to create a pyjama you can actually wear outside.
“Something you could roll out of bed and wear on a quick trip to the Späti to grab a can of Pringles, because that walk deserves a look. Not quite a pyjama, not quite a jersey, the Pyjersey lives right in that sweet spot between coolness and coziness.
“And we’re not taking questions. The golden Pringles chip finish is doing something to us, and honestly, it should be doing something to you too.”
Backing the launch is an editorial campaign, exploring football fandom through the lens of contemporary fashion, nightlife and club culture in Berlin, photographed across the city by Polo Lindström Muller and a film by Max Heeb.
The Night Kit ‘pyjersey’ will be officially revealed on 18th June with a late-night bash in a Berlin apartment.
Presented in collaboration with Berlin-based global fashion and lifestyle brand Highsnobiety, the event will combine a traditional football watch party and a fashion happening.