adidas Launch Sweden UEFA Women’s EURO 2022 Jersey

Gearing up for a campaign in which they are amongst the favourites, adidas have unveiled the new Sweden women’s national team jersey for EURO 2022, and it comes with a unique feature: the secret of how to beat them.

The Swedish national team is stronger than ever when entering the arena in this summer’s tournament in England – the Women’s national team is ranked second in FIFA’s world ranking, and are one of the favourites in UEFA Women’s EURO 2022. And they are so confident of their success that they are including a printed guide with a complete analysis of all players’ strengths and tactics within the design of their new shirt.

Som en hyllning till Sverige som ett av världens mest öppna och transparenta länder lanserar vi damlandslagets nya landslagströja med en guide till våra motståndare. 🙌

Guiden berättar hur vi spelar, hur vi vinner, och hur man bör spela mot oss för att ha en chans. 🇸🇪 pic.twitter.com/H8rAXnWKH9
— Svensk Fotboll (@svenskfotboll) April 5, 2022

The shirt arrives in the traditional colour combination of blue and yellow. The design is inspired by Sweden's sea coast, with a wavy silhouette around the neck that reflects the shape of Sweden's coastline. As well as the inspiration for the design, the guide contained within the shirt is also an expression of Sweden’s long tradition of transparency.

“In the analysis, we expose exactly how we win, how we play and how the opposing teams – perhaps – have a chance to stop us. Our team is better than ever, and we enter the EURO’s with grit and confidence. This summer, we hope the Swedish people stand together with us, it’s an important time for our team,” comments Stina Blackstenius, forward and national team player.

Along with the jersey, the digital guide www.howtostopsweden.com is also released. The guide, which has been written by the national teams’ own head analyst Anders Eriksson, highlights 31 players, and advice on how the opposing teams should play them in order to have a chance to stop Sweden this summer.

“The Swedish national team has promising possibilities to win the whole tournament. The digital analysis of the team and the individual players is a hint to the opponents. Now, they can simply buy the football jersey to have a chance to challenge them in the UEFA Women’s EURO,” says Anders Eriksson, Lead analyst for the Women’s national team.

Certainly a brave and unique feature, but damned if that that label wouldn't get annoying.