Belgrade — Serbia’s ruling party has unveiled a new campaign identity under the slogan “Vučić Team Serbia,” echoing a similar initiative once launched in Russia under the name “Putin Team Russia.”
The branding appeared publicly for the first time when President Aleksandar Vučić attended an anti-blockade protest in Obrenovac on Sunday wearing a dark jacket emblazoned with the slogan. He wore the same jacket a day later in Copenhagen at the European Economic Community Summit.
The image immediately drew comparisons to Russia’s “Putin Team” campaign — a patriotic clothing and lifestyle brand launched several years ago. The Serbian version features nearly identical typography and flag-colored embroidery, with only the national colors switched.
From Campaign Gifts to Branded Apparel
Ahead of elections, Serbia’s ruling Progressive Party (SNS) has often distributed promotional gifts to citizens — from coffee and chocolates to socks and pens, all stamped with Vučić’s initials. But this new move into branded clothing marks a notable evolution in the president’s political marketing.
A day after the Obrenovac rally, an Instagram account named “vucicteamserbia” appeared, describing the initiative as a movement “for stability, development and a strong state.”
“Join us, show that we exist and that together we are invincible,” read the first post.
The page soon shared a promotional video featuring young supporters, motorcyclists, balloons, and the message: “The Golden Team is expanding – be a part of it.”
When asked whether Vučić Team Serbia represented a new commercial launch ahead of elections, the account clarified:
“We are not a brand, we are the strength of the people.”
Observers noted that the campaign seems designed to mirror and counter student-led protest movements that have gained visibility online. In recent months, students have used social media to document demonstrations sparked by last year’s collapse of a canopy in Novi Sad — an incident that became a national symbol of protest.
Inspiration from Russia’s “Putin Team”
The “Putin Team Russia” brand, first presented at EXPO 2020 in Dubai, promotes “active patriotism” and “a healthy lifestyle.” Founded by Dmitry Shishkin, a lawyer specializing in intellectual property, the brand operates with state backing and has expanded to airports and shopping centers across Russia.
Shishkin has said he named the brand after President Vladimir Putin because he represents “state achievements and national pride.” Though officially private, Putin Team Russia maintains close ties to the Kremlin and supplies clothing for Gazprom, the Philharmonic, CSKA Moscow, and even Russian soldiers fighting in Ukraine — the latter described by the company as a “charitable project.”
Given that Serbia will host EXPO 2027, with Vučić serving as its chief promoter, analysts suggest that volunteers and event participants could one day wear Vučić Team apparel as part of the president’s growing image campaign.
