For the 2018 World Cup, Nike released brand-new Federation kits that each team wore on the game's global stage in Russia. Celebrating the themes of tradition and the future that each jersey conveys, the packaging design aims to narrate "the game as an export" through the global impact that each country has beyond its borders.
From the iconic roots, legacy and colors of Brazil and England to the movers and shakers in fashion and music of Nigeria, France, and Korea, international parcels with custom stamps, stickers and postcards have been designed to look like they were shipped and exported from the country of the jersey inside the box. Inside of the brown parcel box is a flag, jersey and tote bag for the country. These boxes were designed and created for influencer seeding.