A genuinely revolutionary take on the England kit required a genuinely revolutionary PR campaign – which we were chosen to create. We had to deliver recognition, change brand perception and increase sales of the ‘Tailored by England’ home shirt.
Football kit launches are often very formulaic; our four-phase integrated campaign threw out the rule book and focused on driving cut-through in a diverse range of media titles.
An influencer dinner and seeding programme sparked word of mouth and social media advocacy. Black cab drivers, the country’s most opinionated football experts, were secretly briefed to spread the word. We worked with Vice to co-create a ‘first eleven’ of emerging English talent from different fields (art, music, sport) and told the stories of their work, passion for football and what it means to be English through print and digital content.
A world-first partnership with Konami’s Pro-Evo made the kit downloadable the moment that it was revealed by the squad at Wembley. We created a suite of iconic visual assets, featuring John Terry and Wayne Rooney that creatively expressed the product story. These featured in a series of impactful, product-led global exclusives and news stories spanning style, culture, news, sports, music, tech and design media.
‘Umbro: Tailored by England’ Energy Spaces, that featured VIP screenings, private gigs, games evenings, footballer Q&As and pre-order tailoring studios, kicked off in London, New York and Tokyo and created global fame for the kit.
Over 28 million adults were hit with the key messages, 58% of the total population. Over 20,000 shirts were sold in the first 24 hours. The campaign won Best Launch at Cannes Lions and Campaign of the Year at the PR Week Awards.