The KNHB and iO launch new adidas Dutch hockey team kits with an inspiring campaign 

The Dutch hockey teams recently started wearing new kits. Blended agency iO created a launch video—from concept to execution—that puts the new kits and hockey in the spotlight while inspiring young people. 

The new outfit is a striking orange design, with the iconic adidas three stripes, KNHB and shirt sponsor Rabobank logos in white. These kits embody the spirit and tradition of Dutch hockey while highlighting modern style and performance.  

Campaign video shows hockey at its best 

To mark the launch, blended agency iO has produced an immersive campaign video in close collaboration with KNHB and adidas. It unveils the new uniforms but, above all, highlights the passion for the sport of hockey.  

The video is titled 'Where the Future Begins' and shows all the tiny moments that ignite a flame in someone, a fire that brightly illuminates the path to your future and shows you the path you want to walk. The film aims to inspire young people: to stimulate them to pick up a hockey stick and embark on their sporting journey. 

The video tells the story of a young girl who - inspired by Xan de Waard, the world's best hockey player in 2023 - decides to start playing hockey. The message? No matter how monumental or modest an individual action is, it can lead to greatness. An adagio that the Dutch teams recently proved at the Olympic Games, where both the men’s and women’s teams won gold.  

"Our creative teams are driven to create content that truly resonates with the target audience and moves them to action," says Gillie Rokromo, Creative Director at iO, "The campaign video 'Where the Future Begins' is a tribute to those small, pivotal moments where we transcend ourselves and positively change our destiny."  

The campaign encourages everyone to embrace and cherish these moments and presents the new Orange: honest, pure and practical.  

Watch the video here: https://youtu.be/HiSdjWDbjws