Pringles just made a football jersey you can take to bed.
Working with INNOCEAN Berlin and Berlin-based creative studio Sucuk und Bratwurst, the snack brand developed the "Night Kit"
It's a limited-edition hybrid shirt and shorts set officially described as a "pyjersey."
The drop is a direct response to World Cup match schedules that push kickoffs into the early hours for European fans.
So the brand went on and thought, why make them choose between your kit and your pyjamas?
The Night Kit is not your typical tournament merchandise, serving as a reaction to how fan behavior has quietly shifted.
A big chunk of viewers watch matches from home rather than in pubs or public screenings, too, and Pringles leans into that domestic setting as a legitimate stage.
"We're seeing that fan culture is changing with this World Cup and the late kickoff times, shifting more toward private settings," Julia Anderson, Market Activation Manager for Pringles DACH, said.
"That's exactly where we want to be relevant as a brand."
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' colour 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."
It's something you could wear to a late-night corner shop run and not feel underdressed.
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 a Berlin apartment, co-presented with global fashion platform Highsnobiety.
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The evening will combine a traditional football watch party with a fashion showcase, with a DJ set from Alissa Zaddi and several tubes of Pringles on hand.
This specific activation strategy keeps the campaign tight and culturallyspecific.
With the use of influencer seeding, editorial content, and a single high-profile launch event, Pringles lets its product generate conversation organically.
Pringles' Merch Push
Football fans 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.
Luckily for Pringles, it hopped on the popularity before the tournament even peaks.
The brand's "Night Kit" offers a clear framework.
First, it identifies 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.
Overall, Pringles and INNOCEAN Berlin are using a tight, city-specific drop to say something about how fans live with football, and not just how brands wish they did.
Our Take: Is Loungewear the Play for a Snack Brand?
Most snack brand activations during tournaments default to high-frequency media placement 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.
This makes the limited-edition pyjerseys feel like a fashion drop and not just your favorite snack making branded merchandise.
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.
