Nike is launching a new campaign in England, encouraging the soccer fans to prioritize country before football clubs. The effort dubbed “Country First Club Second” is set to be rolling out across social-media platforms, coinciding with the launch of the new Nike England kit, which was unveiled earlier this week.

Daily Mail reports that a Nike executive said that “they want to stress the pride in wearing the shirt for both players and fans.” Along with the “Country First Club Second” tagline, the effort will use the message “We make the shirt, you make it matter,” which mirrors the brand’s intention to get more people wearing the new products. The second slogan has already appeared on the Nike Football UK page.

The new kit will be unveiled on the pitch during the England’s friendly match against the Republic of Ireland at Wembley on May 29, and four days later in the game against Brazil in the Maracana Stadium.

Inspired by the classic look of England’s first kit, the 2013 kit from Nike celebrates the Football Association’s 150th anniversary. The brand pays homage to the FA’s heritage with the white-and-blue color palette , gold elements and clean lines. Just like other new Nike’s products, the kit is based on the eco-technology principles: the shirt and shorts of each kit are produced from up to thirteen recycled plastic water bottles.