NIKE x SPURS

The Problem

Nike and Tottenham Hotspur needed to launch the club's new training kit.

Football is built around the team, but increasingly that can make the individuals within it feel interchangeable. We wanted to use the launch to bring some personality back into the picture and celebrate the individual style each player brings to the game.

We also had just seven minutes with each first-team player to make it happen.

The Idea

Bring Your Own Style, In All Situations.

We treated the training kit as a uniform without asking the players to be uniform.

Shot in a blackout studio, the creative focused on attitude, movement and the small differences in how each player carried themselves. Rather than overcomplicate the world around them, we created a stripped-back environment that allowed those personalities to come through.

With extremely limited player access, we designed the production around what we could capture quickly and effectively. When we needed additional B-roll, we stepped in as models ourselves, allowing us to build out the visual world without eating into the players' seven-minute windows.

The Outcome

The campaign launched the new Nike x Tottenham Hotspur training kit across social, OOH, retail, stadium and club channels.

A simple kit launch became an opportunity to put individuality back at the centre of the team, creating a campaign where everyone wore the same thing without having to look the same.