EN //
Play with soul, win for glory.
Inspired by an uncompromising culture of giving everything for the shirt, this proposal connects Uruguay to the origin of its greatness: the national team that hosted and won the first FIFA World Cup.
The home kit looks to that heritage through a classic lens, celebrating the identity of a historic side that has always been a major presence on the world stage.
The away kit celebrates the origin and triumph of the first FIFA World Cup. If the World Cup had a nationality based on its birth, that nationality would be Uruguayan. A disruptive graphic blends the iconic Estadio Centenario with the materiality of the original trophy.
The typography, inspired by the stadium’s commemorative plaque, acts as a bridge between past and present, linking both through an Art Deco language that reinforces that connection.
Together, both kits tell a story that moves from the classic to the disruptive, just like Uruguay on the pitch.
Play with soul, win for glory.
Inspired by an uncompromising culture of giving everything for the shirt, this proposal connects Uruguay to the origin of its greatness: the national team that hosted and won the first FIFA World Cup.
The home kit looks to that heritage through a classic lens, celebrating the identity of a historic side that has always been a major presence on the world stage.
The away kit celebrates the origin and triumph of the first FIFA World Cup. If the World Cup had a nationality based on its birth, that nationality would be Uruguayan. A disruptive graphic blends the iconic Estadio Centenario with the materiality of the original trophy.
The typography, inspired by the stadium’s commemorative plaque, acts as a bridge between past and present, linking both through an Art Deco language that reinforces that connection.
Together, both kits tell a story that moves from the classic to the disruptive, just like Uruguay on the pitch.
ES //
Jugar con el alma, ganar por la gloria.
Jugar con el alma, ganar por la gloria.
Inspirada en una cultura innegociable de dejarlo todo por la camiseta, esta propuesta conecta a Uruguay con el origen de su grandeza: donde nacieron los mundiales y quien fue su primer campeón.
La camiseta local mira hacia ese legado desde una perspectiva clásica, celebrando la identidad de un equipo histórico que siempre ha tenido un lugar protagónico en la escena mundial.
La camiseta visitante celebra el origen y la conquista de la primera Copa del Mundo. Si el Mundial tuviera una nacionalidad basada en su nacimiento, esa nacionalidad sería uruguaya. Un gráfico disruptivo fusiona el icónico Estadio Centenario con la materialidad del trofeo original.
La tipografía, inspirada en la placa conmemorativa del estadio, funciona como un puente entre pasado y presente, conectando ambos a través de un lenguaje Art Déco que refuerza ese vínculo.
Juntas, ambas camisetas cuentan una historia que va de lo clásico a lo disruptivo, tal como Uruguay lo hace dentro de la cancha.
"A tidy top that pays homage to Uruguay national-team looks of yore, featuring a light blue (Celeste) shirt with a white button placket and collar…
one more reason to love this Uruguay look".
washington Post- WORLD CUP KIT RANKING.
(URUGUAY HOME RANKED #1 AS THE MOST BEAUTIFUL KIT FOR THE WORLD CUP 2026)
one more reason to love this Uruguay look".
washington Post- WORLD CUP KIT RANKING.
(URUGUAY HOME RANKED #1 AS THE MOST BEAUTIFUL KIT FOR THE WORLD CUP 2026)
"The inky indigo shirt has a shimmering mantle around the neck in blue and electric orange which resembles ancient indigenous armor and is intended as a visual metaphor for the 2026 team's desire to guard their ancestral throne.
Very fantastical. Very, very cool".
ESPN - WORLD CUP KIT RANKING.
(URUGUAY AWAY RANKED #1 OVER 105 KITS)
Very fantastical. Very, very cool".
ESPN - WORLD CUP KIT RANKING.
(URUGUAY AWAY RANKED #1 OVER 105 KITS)
EN//
The typography pays tribute to both Montevideo's Art Deco architecture—one of the leading capitals of the style in South America—and the lettering found on the commemorative plaque at the base of the Tower of Tributes in the Estadio Centenario.
The result is a disruptive yet authentic typeface, deeply connected to the heart of the Uruguayan people and their unique graphic heritage, expressing an identity that stands apart on the global stage.
The typography pays tribute to both Montevideo's Art Deco architecture—one of the leading capitals of the style in South America—and the lettering found on the commemorative plaque at the base of the Tower of Tributes in the Estadio Centenario.
The result is a disruptive yet authentic typeface, deeply connected to the heart of the Uruguayan people and their unique graphic heritage, expressing an identity that stands apart on the global stage.
ES//
La tipografía rinde homenaje tanto a la arquitectura Art Déco de Montevideo —una de las grandes capitales de este estilo en Sudamérica— como a la tipografía presente en la placa conmemorativa ubicada al pie de la Torre de los Homenajes del Estadio Centenario.
El resultado es una tipografía disruptiva y auténtica, profundamente conectada con el corazón de los uruguayos y con su identidad gráfica única, proyectando un lenguaje visual capaz de diferenciar al país a nivel global.
La tipografía rinde homenaje tanto a la arquitectura Art Déco de Montevideo —una de las grandes capitales de este estilo en Sudamérica— como a la tipografía presente en la placa conmemorativa ubicada al pie de la Torre de los Homenajes del Estadio Centenario.
El resultado es una tipografía disruptiva y auténtica, profundamente conectada con el corazón de los uruguayos y con su identidad gráfica única, proyectando un lenguaje visual capaz de diferenciar al país a nivel global.
Narrative
Peter Erdahl
Luis Callegari
PLM
Peter Erdahl
Jesse Martin
Lead Designer
Luis Callegari
Color Designer
Kevin Gribbin
Typeface:
Luis Callegari
Trims
Karli Kawahara
Print Dev
Samantha Santos
Aura
Nike Football
AUF - Asociación Uruguaya de Fútbol
Peter Erdahl
Luis Callegari
PLM
Peter Erdahl
Jesse Martin
Lead Designer
Luis Callegari
Color Designer
Kevin Gribbin
Typeface:
Luis Callegari
Trims
Karli Kawahara
Print Dev
Samantha Santos
Aura
Nike Football
AUF - Asociación Uruguaya de Fútbol
