NIKE CLUB KIT LAUNCHES

NIKE UK: CHELSEA & TOTTEHAM KIT LAUNCHES

Nike UK had the opportunity to take-over London when two major clubs teamed up with Nike to launch their new Nike kit ahead of the 2017/18 season. Chelsea joined up with Gorillaz front man ‘2D’ – Chelsea fan Damon Albarn’s alter ego – who revealed the shirt for the first time through motion capture, animation and via social channels, alongside team talisman David Luiz. ‘We Are The Pride’ became the signature line to encompass the heritage and mix of culture of the club.

‘Watch Us Rise’, became a symbolic statement during the THFC kit launch as they used construction sites and scaffolding at key locations across the city to symbolise the growth and new era of the club.  Grime star and Spurs fan AJ Tracey led the charge with a shirt reveal live on Instagram in Tottenham.

Creative Credits: Matt Bennett, Will Battersby, Ben Silvertown & Passion Pictures

Role: Responsible for overseeing the craft, ideation and production of this digital and social content for Nike UK. Working closely with Nike digital and comms team, including third parties such as Passion Pictures to ensure a smooth delivery of all video content and formats across multiple channels.

Results: Nike’s biggest kit launch ever. The Gorilaz x David Luiz Instagram Story engaged 76 million alone, and Chelsea kit sales smashed all previous records. ‘We Are The Pride’ dominated 88% of media share on launch weekend, as a story told through London became a global talking point by harnessing the ambitions of Chelsea FC and Nike.