Pringles Designs 'Pyjersey' for Late-Night World Cup Viewers

World Cup kickoffs are landing in the middle of the night for European fans, and Pringles sees a marketing opening in it.

The snack brand designed the "Night Kit" with INNOCEAN Berlin and Berlin-based creative studio Sucuk und Bratwurst.

The "pyjersey" is a limited-edition shirt and shorts set made for watching matches from bed.

The drop is a direct response to World Cup schedules that push kickoffs into the early hours for European fans.

So, the brand went on and thought, why make them choose between a kit and pyjamas when we can create a hybrid?

A big chunk of viewers now watch matches from home rather than go out to pubs, and Pringles leans into this domestic setting as its stage.

"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," Julia Anderson, market activation manager at Pringles DACH, said in a press release.

Meanwhile, INNOCEAN Berlin Senior Copywriter Juan Andres Kebork summarized the creative logic bluntly.

"Every brand is trying to be louder during football's biggest month. We decided to go to bed instead."

The "pyjersey" is cut from a gold fabric drawn from Pringles' color palette, with a chip-pattern print across the garment.

It's unisex and designed to work from kickoff through to falling asleep mid-second-half.

Sucuk und Bratwurst described the design brief as landing "right in that sweet spot between coolness and coziness." 

Wearable enough for a late-night corner shop run, the kit earns the kind of everyday visibility that makes for the real win of this product launch.

The Berlin Launch Party

Backing the product is an editorial campaign shot across Berlin by photographer Polo Lindström Muller and directed on film by Max Heeb.

It visualizes the football fandom through the lens of nightlife and contemporary fashion.

The "Night Kit" will be officially unveiled on June 18 at a late-night event held in an apartment, co-presented with global fashion platform Highsnobiety.

The evening combines a traditional football watch party with a DJ set from Alissa Zaddi and several tubes of Pringles on hand.

The brand is leaning on influencer seeding, editorial content, and one high-profile launch to let the product generate conversation on its own. 

Pringles' Merch Push

Football fans just love their jerseys. 

In the height of the 2024 Euros, online buy-and-sell platform Depop experienced a 297% surge in searches for football jerseys.

And now that the 2026 World Cup is here, we can only expect the hype for the sportswear staple to go up.

Pringles identified a real fan tension (late nights, the kit-vs-pyjamas dilemma), builds something that solves it, and lets the product carry the story. 

Here are three practical takeaways for brands looking to break through a saturated sponsorship cycle:

• Find a real tension fans can feel: Late-night viewing habits are worth looking into, and products that solve real inconveniences earn attention without requiring large ad budgets.
• Let the product be the campaign: The Night Kit is the idea, and the editorial, the influencer seeding, and the launch event all support it.
• Tag with credible cultural partners: Highsnobiety and Sucuk und Bratwurst bring fashion legitimacy that Pringles couldn't claim on its own.

Pringles and INNOCEAN Berlin are using a tight, city-specific drop to say something about how fans live with football.

Our Take: Is Loungewear the Right Play for a Snack Brand?

Most snack brand activations during tournaments default to high-frequency media placements and highlight reels.

Pringles is doing the opposite with a single product, a single city, and a single night.

The Highsnobiety co-sign is the most interesting structural decision in the campaign.

What it's doing for Pringles is not a paid promotion but a co-presentation.

Whether influencer seeding in Germany generates enough organic reach to justify the campaign outside of brand PR is the open question.

But the clarity of the idea means the product explains itself in one sentence, and that's rarer than it sounds.

Looking to develop culturally specific campaign activations for major sporting events? Explore these top creative agencies in our directory.