MATTA logo in yellow
Spurs and Nike logos in white

2023/24 Kit Launch

TOTTENHAM HOTSPUR F.C

Tottenham Hotspurs players standing in a white gallery backdrop with various white props

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.

Son mocked up on a magazine cover saying FASHSON
Dancer wear Tottenham Hotspurs football kit
Ildhusoy posed with football on shoulder wearing Tottenham Hotspurs football kit
Ali posed with football on hip wearing Tottenham Hotspurs football kit
Football freestyler performing football tricks on top of Tottenham Hotspur stadium
Fashion illustrations of Tottenham Hotspurs away kit from 2023/24 season

A TOTAL OF

11.57 million engagements

on all channels

The campaign was launched on 8th June 2023 with the Home kit. By 10th December 2023, the full kit launch campaign had achieved a total of 11.57 million engagements on all channels, with 86.44 million video views and 91.10 million impressions.

The Away kit launch (Fashion) generated 6x more engagement than the channel average and was the highest performing launch across the campaign. This was driven by organic social media posts, which had both the furthest reach and engagement rate, equalling 3.5 times Tottenham Hotspur’s channel average.

Scrolling copy saying A MODERN CLASSIC in grey
Set of 4 phones showing various instagram posts of the Tottenham Hotspurs 2023/24 kit launch
Bissouma performs football tricks in Tottenham Hotspurs training kit
Tottenham Hotspurs home kit shirt in white frame on white studio background
Porro wearing Tottenham Hotspurs training kit and pointing at the camera on a black and white studio background
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