2023/24 Kit Launch

TOTTENHAM HOTSPUR F.C

Doing Things in Style

For the Tottenham Hotspur Football Club x Nike 2023/24 Kit launch campaign, we developed a creative platform based on ‘Style’ with unique and distinctive passion points for Spurs’ fans, representative of both the men’s and women’s squads, per kit: Art (Home); Fashion (Away); Dance (Third); Freestyle (Training). This was strategically built upon the well-established foundations of the Tottenham Hotspur brand. These foundations were laid by former captain Danny Blanchflower’s quote:“The great fallacy is that the game is first and last about winning. It is nothing of the kind. The game is about glory, it is about doing things in style and with a flourish, about going out and beating the other lot, not waiting for them to die of boredom.”

Uniting Three Kits under One Campaign

The home kit and players were shot on pedestals in a white gallery space alongside genuine artworks relevant to the club, while a timelapse was shot of a 3D printer creating a statue of Harry Kane. The away kit was captured in a faux catwalk/tunnel with models and players intermingled. In a first for a football kit, the shirts can be brought to life with the use of augmented reality (AR). GQ Magazine was exclusively invited to set and interview Heung-Min Son, and “Release the Beast” by Breakwater was licensed for the ad. The third kit brought in a local street dance collective from N17 and intercut players and dancers in a routine choreographed by fans of the club.

THE OUTCOME

This was adapted into a creative platform based on “Style” with unique and distinctive passion points for Spurs’ fans representative of both the men’s & women’s squads, per kit: Art (Home); Fashion (Away); Dance (Third); Freestyle (Training).

The home kit and players were shot on pedestals in a white gallery space alongside genuine artworks relevant to the club, while a timelapse was shot of a 3D printer creating a statue of Harry Kane.

The away kit was captured in a faux catwalk/tunnel with models and players intermingled. GQ Magazine were exclusively invited to set and interviewed Heung-Min Son, and “Release the Beast” by Breakwater was licensed for the ad.

The third kit brought in a local street dance collective from N17 and intercut players and dancers in a routine choreographed by fans of the club.

A total of

11.57 million engagements

On all channels

the result

The campaign was launched on 8th June 2023 with the Home kit. By 10 December 2023, the full kit launch campaign has achieved a total of; 11.57 million engagements on all channels, with 86.44 million video views and 91.10 million impressions. Driving a total of £2.26 million worth of brand exposure for Tottenham Hotspur’s on-shirt partners.

Representation matters and any campaign should always reflect the diversity of our communities and fanbase. From an accessibility perspective, including those with visible disabilities goes a long way to letting this demographic know that they are represented and how products may look on them, removing some of the stigma that exists.

Simon Blewett
Tottenham Hotspur Disability Access Officer