England Football Kit Launch

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

In 2013 Nike took over kit sponsorship of the England football team. We were briefed to create and deliver an integrated UK-wide retail campaign that ran in over 350 stores focusing on the spirit and enthusiasm of the fans.

To create excitement at retail, we designed immersive experiential executions placing fans centre-stage. Football fans were invited to try on the England shirt and be filmed and photographed acting out goal celebrations.

Videos and photos captured at the fan experiences were sent to participants via a personalised, easily shareable web page.

We built a series of campaign microsites to sit within the websites of retail partners such as The FA, Pro Direct and JD Sports.

We streamed fan-generated social content to websites, tying the campaign into the energy and passion surrounding events such as England v Brazil.