Nõmme Kalju, founded in 1923, differs from other Estonian football clubs, in that it is one of the oldest clubs in Estonia.

Identity “Self-discovery”

Nõmme Kalju is going through a process of self-discovery, during which we have realised that our chosen path is full of surprises, disappointments and failures. When coming against obstacles, one must never give up or stop and remain waiting for a miracle. Believing in miracles is good, but it is necessary to work hard for good results, to look into oneself and to recognise one’s weaknesses. The creation of an identity through self-discovery is a complicated process. On the one hand, we might think we know exactly who we are, what we would like to achieve in life and how to achieve it. On the other hand, people may not always approve of us, our wishes and choices. In our process of self-discovery, we rely on the following values: faith, honesty, respect, will, history, originality, determination and future.

A strong social position is always important, but it is even more important to find and determine oneself in the given time and place.

We want to make a masterpiece of Nõmme Kalju, to be unique and to turn a historical football club into a respected organisation with an international identity, an organisation which shall work like a unified team to achieve top results.

Identity “Football”

Today’s football has become a global phenomenon: its influence has also reached Estonia.
Football is the greatest sport in Estonia!

Identity “Characteristics”

The characteristics of a good brand in word and image:

1. stands out by being unique;
2. contains strength and potential;
3. contains its philosophy, role in society and regional role;
4. creates positive emotions;
5. matters to the desired target group, speaks to the right people.

Identity “Values”

“Kalju” seeks “Kostja”! Estonia is a society in a development phase and its problems often lie at the level of values. Old norms no longer work and new values have not yet been established. As a rule, what is lacking is tolerance, ability to care and notice and the courage to take responsibility. The football club of Nõmme Kalju is focused on the whole and remains open to everything. We are part of an open society and want to work on developing the Nõmme Kalju football club according to these norms. Football is love and a common language across the world. Consequently, Nõmme Kalju will also open Russian-language football education groups.

Nõmme Kalju was established in 1923 in Nõmme, being one of the oldest football clubs in Estonia. Nõmme Kalju is a transparent football organisation (non-profit association) with strong partners who together with the management, the coaches, the team and the fans want to reach the top in football.

Nõmme Kalju has a strong regional identity, which is bound up with one of the historic districts of Tallinn – Nõmme.

Kalju does not necessarily want to be the biggest football club in Estonia, but definitely a football club with the best quality, whose activities cover both Estonia and the neighbouring countries.

Identity “Youth”

Young people are our future and the bearers of the identity and values of the Kalju football club. Football is the most popular sport in Estonia, which is largely thanks to the high proportion of young people participating. At the moment, Nõmme Kalju has over 300 young members and parents are also included among the staff. The youth football of Nõmme Kalju is future-oriented and can be described by the following keywords:

Health, consistency, sustainability, attitude, sincere emotions, believing in miracles, a unified family, respect and quality!

A young footballer must be raised with the knowledge that football is not everything in life. At the end of the football career, he must be able to manage in life, to have an education and later a profession.

Let us grow together, healthily and wisely.
We raise top players for both Nõmme Kalju and the Estonian national football team!

Identity “Aim”

The aim of Kalju is to create a top-level football club in Estonia, which would have its roots in Nõmme and be able to participate successfully in the European football leagues. One of the more important aims of the club is to develop youth work and to train coaches. By 2015, Nõmme Kalju hopes to increase the number of youths to 700 members and to be the leader in these age groups. The goal of the first team of Nõmme Kalju is to win the Meistriliiga (Estonian Premier League).

Identity “Coat of arms”

The coat of arms of Nõmme Kalju is likely to have been created in 1922 when Kalju Sports Club was established. The people who re-established Nõmme Kalju have been unable to determine the author of the arms, but are regularly working on solving this mystery. The original coat of arms was drawn over by the artist Martin Lazarev, who preserved all the historical elements, but gave the coat of arms a finished shape and form. Nõmme Kalju raises its young footballers to value the club’s history and to honour the historical coat of arms of Nõmme Kalju. When being on a football pitch and wearing the jersey with the arms of Nõmme Kalju, it is always necessary to give one’s best, so that the honour of the club would be defended in a dignified manner.

Identity “Colors”

One of the characteristic elements of Nõmme Kalju are the football club’s unique and easily recognisable colours. Pink, black and white form a rare colour combination, which is easy to remember and can only be associated with Kalju. In 2007, inspired by the colour pink, the club was nicknamed the Pink Panthers. By today, one of the biggest fan clubs in football, actively supporting Nõmme Kalju, is associated with the name. There is an inspired saying – “In the name of the tail” – which is often used among the Pink Panthers.

Nõmme Kalju speaks to you through an intensive but strictly pink world!

Identity “Anthem”

The theme song of The Pink Panther functions as the anthem for Nõmme Kalju, since it has a clear connection with the club’s colours and its fan club.

Identity “Home”

Nõmme Kalju values its history and regional identity. For this reason, the location of the future home stadium and representative field is associated with the Nõmme district. One of the goals of Nõmme Kalju is to create a sports complex by 2015. In order to carry out the project, Nõmme Kalju has sought co-operation possibilities with Tallinn University of Technology, Estonian Football Association and other organisations. At the end of 2010, Nõmme Kalju, the City of Tallinn and Tallinn University of Technology signed an agreement of good intentions. The purpose of the agreement is to grant Nõmme Kalju a building right and to reconstruct the stadium belonging to the Tallinn University of Technology by using the means from the European Union’s Structural Fund.

Identity “Directions”

Genius, Courage, Unity, Quality, Joy of Winning and Honesty.

Identity “Positioning”

In positioning, Nõmme Kalju relies on local identity, history and the image of our international partner adidas. Adidas is the partner of the four most successful and most admired football clubs in the world (CFC – Chelsea, RM – Real Madrid, ACM – AC Milan, FCB – Bayern München).

Nõmme Kalju wishes to identify with the world’s top clubs through the world of adidas and to carry the same values and message at the local level.

The keywords for the positioning of Nõmme Kalju:
Understanding traditions, success and admiration, celebration of innovation and quality. Nõmme Kalju is for everyone. Proud to be part of something great!

Identity “Creative directions”

As of 2012, Nõmme Kalju wishes to bring to the market a product line bearing the club’s colours and representing its identity. Nõmme Kalju also intends to begin commercial activities in the name of the football club. Our creative direction in the brand campaign for Nõmme Kalju is as follows: Every day, all around the world, athletes and next generation youths are going all in. For 2012, we will see our brand ambassadors across Performance and Style along with consumers come together to go all in. Next generation youths and assets are brought together by the spontaneous, instinctive and emotional manner in which they throw themselves all into challenges, actions and activities. It is all about the moment. It is now or never. Together we are all in.

Identity “Objectives and messaging”

Mission of club campaigns: Driving the sales of licensed Nõmme Kalju products and increasing the popularity, reach, number of young members and the audience numbers at Nõmme Kalju home matches in the Meistriliiga (Premier League).

Key message: Be part of something great. Wear the official licensed Nõmme Kalju club apparel to show your pride as a member of the club’s family.

Consumer insight: „I wear my Kalju jersey to show I am proud to be part of the club”.

Identity “Target audience”

Who are they? Nõmme Kalju wishes to identify with the next generation and to raise a new football generation wearing the club’s colours and carrying its identity, which shall include both footballers and football fans, their mothers, fathers, brothers and sisters. The target audience of Nõmme Kalju is made up of all next generation Estonians, irrespective of their ethnic background.

Identity “Media and communication”

Nõmme Kalju’s bold and innovative approach to football has put them at the centre of attention from fans and media. The club organises several major events (Kalju Football Festival, Football Party, Brazilian Football Day etc.), which are always widely covered in Estonian media. The Premier League and Nõmme Kalju as a participant are featured regularly in all Estonian daily papers and online news portals. TV6 shows live broadcasts of one Premier League or Cup match every week. In co-operation with the sponsors (NEO Media and LED Screen Media) massive outdoor media campaigns on different mediums are carried out throughout Estonia. The cost of the outdoor media campaign of Nõmme Kalju was 937 650 EEK in 2008, 2,5 million EEK in 2009, 100 000 EUR in 2011. For the season of 2012, the estimated cost of the campaign in outdoor media is 90 000 EUR.


Nõmme Kalju is the most covered and advertised sports club in Estonia!