New balance/London Spirit x TFL

The Problem

For the launch of London Spirit's New Balance x TfL kit, we wanted to challenge how cricket apparel was traditionally presented.

Cricket has a strong visual identity, but one that rarely ventures beyond the boundaries of the sport. The opportunity was to create a campaign that connected the kit to London itself, making it feel as relevant to the city's culture and style as it was to the game.

The Idea

Taking Cricket Beyond the Boundary.

Rather than placing the players on a pitch, we brought them into the everyday rhythm of London's transport network.

Working with stylist Cara Hayward, we approached the kit as fashion rather than traditional sportswear, using styling, location and attitude to give the players a different presence.

Shot across TfL trains and platforms, the creative drew on the movement, character and visual language of the city. The familiar surroundings became the backdrop for something unexpected, allowing the kit to exist naturally outside its usual sporting context.

The Outcome

We developed a campaign spanning film and OOH that positioned the London Spirit kit as more than match-day apparel.

By bringing together cricket, fashion and London's transport culture, the campaign gave the New Balance x TfL collaboration a distinctive identity, connecting the team to the city it represents and showing how cricket can exist beyond the pitch.