We Make The Shirt. You Make It Matter.


Tags: Campaigns, Design for PR, Digital, Events, Moving Image, Retail Design, Sport

Integrating digital, retail and experiential to launch the debut Nike England kit.

In spring 2013 Nike took over lead sponsorship of the England football team. It was a first for the brand.

We were briefed to create and deliver an integrated campaign promoting the sponsorship and official kit. The challenge was to focus not on the sponsorship or kit itself but on the spirit and enthusiasm of the fans.

To create excitement at retail, we created and rolled out a UK-wide campaign that ran in over 350 stores. This included two highly immersive experiential executions that firmly placed fans centre-stage by inviting them to try on the England shirt and be filmed and photographed acting out goal celebrations.

To extend campaign reach beyond retail, the videos and photos captured at the fan experiences were sent to participants via a personalised, easily shareable web page.

In parallel with store activity, we designed and built a series of campaign microsites to sit within the websites of retail partners such as The FA, Pro Direct and JD Sports.

Through a hashtag and editorial tool we streamed fan-generated social content to those same websites, tying the campaign into the energy and passion surrounding events such as England v Brazil.

Key features:

  • Premium, immersive fan experience at retail
  • Easily sharable video capture of consumers in shirt
  • Execution across 350+ stores nationwide
  • Shopable microsites embedded in partner websites
  • Fan-generated social content filtered and streamed to online points of purchase
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