Project overview

Nike’s first England kit, after years of tradition with Umbro, was a no-nonsense affair. It arrived with minimum fuss at a time of transition -many of the ‘Golden Generation’ were retiring, and new talent being blooded. We worked with Wieden + Kennedy London to develop the launch comms strategy.

The idea was to create a simple, optimistic message that brought fans and players closer together again, rather than fixating on the product or the past. We developed a short film series outline -‘England Matters’ - that used the FA's increased levels of access to tell intimate stories of the young players starting their journeys as internationals.

On Twitter, we asked fans for their messages of support to the players as they travelled abroad for away fixtures. We delivered these to the players in as many surprising ways we could think of, capturing the players’ positive reactions to share back with the fans.