Estonian Basketball Team's "One Rhythm" Collection
Project overview
When the Estonian national basketball team secured a spot at the 2025 European Championship, the need arose for a collection that would be more than just a sporting uniform. The Estonian Basketball Federation wanted something more deeply national – a collection that would touch on our cultural roots and tell the story of Estonia.
Collaboration process
We started the project idea at the beginning of the year. FIFAA took on the entire project management – from concept development to production and marketing. Karel Loide (FIFAA CEO) led the strategic side of the project, in collaboration with designer Karmo Ruusmaa, who was responsible for creating the visual language.
Concept
The central inspiration came from from the song festival. “The Song Festival and the basketball team games unite Estonia in a unique way. Both bring tens of thousands of people together,” explained Karel Loide. The idea crystallized in the mind “IN ONE RHYTHM” – a visual and emotional bridge between song festival and sports.
The design includes sound waves (heartbeat metaphor), hidden song card basketball design and elegant tricolor integration that creates a timeless and dignified national identity.
Production
All the kits were made using FIFAA's sublimation technique, which ensures color fastness and brightness, as well as maximum comfort. The collection also included fashion items: oversized shirts and a flannel shirt.
Reception
The press conference at Ülemiste Sportland was attended by well-known cultural and media figures such as Genka, Metsakutsu and Robert Rool. “Our goal was not just a beautiful form, but a story,” said Gerd Kiili, Secretary General of the Estonian Basketball Federation.
“For the first time, I feel like a basketball uniform really speaks to me as an Estonian. These are not just clothes, but clothes that scream Estonian culture.” – Märt, basketball fan
Project result
The collection is a connection between Estonian nationalism and passion for sports – a tribute to culture and how people sing in the arena and under the singing arch in one breath. FIFAA carried out the design, marketing, wholesale of the products and the collection to both EKL partners and dealers and sold the products to fans both at the pre-tournament test matches and in a specially created fan shop on site in Riga.
Summary
The collection is a connection between Estonian nationalism and passion for sports – a tribute to culture and shared identity.
An estimated 15,000 basketball fans visited Riga during the European Championship, the lion's share of whom also found their way to the Ühes Rütmis collection. In terms of numbers, it was the best-selling fan product of the European Championship in terms of countries. FIFAA produced over 12,000 different fan products and clothing for the event, which is the largest fan collection in Estonian sports ever, both in terms of volume and product range.
We set up a 100m2 fan shop, the Estonian 6th Man Fan Tent, in the center of Riga. We made over 1,000 prints on site in the fan tent (names, numbers, and additional products in the regular collection will be added to the fan products).
Sustainability – We used sustainably sourced products on several products. We also enriched the products with printing only if there was demand for the product. This avoided excess inventory and leftovers at the end of the event.
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