More than just a kit

Kit launch photography

Under Armour changed the apparel game and have never looked back. We were asked to create a positioning for the launch of their Southampton FC team product that could be used in store and online to drive kit sales and celebrate their partnership.

For a fan, a team shirt is more than just fabric. It represents everything you love, the highs, the lows and everything in between. Understanding Under Armour’s ethos to make better athletes, we created a position that would power fans to wear their shirt to help them achieve their goals, however big or small.

Spinning the traditional kit launch with player shots, we used people from all walks of life to showcase the kit in moments of determination and aspiration. Repositioning the kit, we were able to create something more accessible, relatable and aspirational for the customer.

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