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Fulham FC 2017-18 kit launch

Fresh creative driving sales for Fulham's kit launch

In an exciting new relationship with Fulham FC, we were able to devise a campaign to launch their 2017/18 home and away kits, to highlight their partnership with Adidas, and to build on their unique history as London’s original football team.

We created a campaign which would create excitement around the new kit, clearly highlighting the style and substance, but also appealing to fans’ sense of loyalty and pride in the history of their club.

A home kit graphic we produced for the Fulham FC Kit Launch 2017-18
An away kit graphic we produced for the Fulham FC Kit Launch 2017-18

We devised the strapline ‘History Will be Made in Black and White’ as an obvious reference to the kit styling and club colours, but moreso as a nod to the club’s long history and the assertion that we can expect big things from them in the future.

Our home kit advertisement in situ in a tube station for the Fulham FC Kit Launch 2017-18
Our home kit advertisement in situ in a tube station for the Fulham FC Kit Launch 2017-18

Using our own kit photography (see more here), we created graphic assets for everything from web and retail, to press release and large format prints in London’s transport hubs. We also produced teaser videos and a short film for the kit launch.

Fulham FC are a football club with a long and varied history, whose ground at Craven Cottage has stood the test of time with them for over 100 years. With a combination of historic imagery of Craven cottage, the 3D rendered tunnel and crest, and emotive and clever copy, our campaign builds on Fulham FC’s proud history, but also creates a sense of excitement for the future.

Our home and away kit advertisements in situ in a tube station for the Fulham FC Kit Launch 2017-18
Our home kit advertisement in situ at West Brompton station for the Fulham FC Kit Launch 2017-18