Mid May saw the partnership between ECB and sportswear brand Castore co-launch the new 2022 Official England Cricket One Day International (ODI) Kit and collection through a player-fronted campaign called ‘Disruption By Design’.
The fresh collection, designed by Castore in collaboration with a team England cricket stars – including Joe Root and Jos Buttler from the men’s team, women’s team star Fran Wilson and England and Wales Learning Disability batter Chris Edwards – features a bespoke ‘electric’ design with a geometric print that aims to represent the passion and intensity shared between England players and supporters. The neon pattern was also inspired by the sloped seating of some of the most iconic grounds in England cricket.
The promotional campaign kicked off on 13 May with social teasers before the main launch on 17 May with a hero video, supporting digital content, a live event and PR in harness with sport and entertainment agency The Space Between.
The creative, which was fronted by a strong line-up of England short form cricket stars including Joffra Archer, Joss Butler, Sarah Glenn, Lydia Greenway and Ben Stokes, seeks to drive viewers to the online purchasing platform at https://castore.com/.
At the kit launch event, Castore promoted how its team had collaborated extensively with key players from the men’s, women’s, and disability teams to create a kit that reflects their passion and which will perform in testing cricket formats in terms of ease of movement and controlling temperature.
The brand also emphasised that, for the first time, England supporters can now buy the very same professional kit actually worn by the players on the pitch – rather than replicas.
Indeed, the sportswear company claimed that the new kit ‘lays out the aims of Castore and ECB’s joint initiative clearly by providing England players and supporters with pro and replica kits that is rooted in sportswear technology and innovation’.
“The main aim of this partnership was to create a range of sportswear driven by innovation to enhance performance on the pitch. This ODI kit is a summation of these efforts,” explained Castore Partnerships Director Pascal Lafitte. “A kit for the players and the fans that represents Castore and ECB’s shared spirit and passion for excellence.”
“Every time we step out onto the pitch we want to express ourselves and entertain our supporters,” commented England ODI men’s team skipper Eoin Morgan. “We’ve got another exciting summer of white ball cricket to look forward to against The Netherlands, India and South Africa and thanks to Castore we are kitted out and ready to go.”
England bowler Georgia Elwiss, who currently plays for Sussex, Southern Vipers, Birmingham Phoenix and England, added: “All three kits look great and it shows what Castore is all about that they’ve brought all of our England teams together to give our thoughts on the kit. It’s an incredibly important summer for women’s cricket and we want to use it to show more girls that cricket is a game for them.”
The captain and opening batsman for the England and Wales Learning Disability cricket team Chris Edwards commented: “I love the new ODI kit and we can’t wait to be out on the pitch, wearing it with pride this summer as we represent our country and show everyone what disability cricket is all about.”
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