Nike leverages the upcoming new Australian football season with a new campaign promoting the sports apparel giant’s new 21017/18 kits for Melbourne City FC and Western Sydney Wanderers FC.
The MCFC and WSWFC initiative sees the sportswear behemoth and creative agency Blood Utd work with local artists Heesco & Dale Bigeni and photographer Thom Rigney to produce a series of posters infused with the spirit of the two teams.
The creative approach to the former’s kit focuses on ‘unified diversity’ and the idea that ‘Melbourne City is an eclectic football team in an eclectic city’ and that ‘you only have to look at the team sheet to see the players come from everywhere’, but that while ‘they are many different faces, but unified as one club. They are many faces, but one city’.
While the latter’s creative concept is that ‘Western Sydney is the grit to Sydney’s glam’ and that the team represents ‘the hard edge of a city known for beaches and suntans: the storm clouds on their Eastern cousins’ sunny parade’.
The concepts then formed the core of the kit launch campaigns and featured in OOH work, social media campaign strands, as well as the live launch events themselves.
The jersey launch programme, rolling out well ahead of the new season’s 6 October kick off, was created for Nike Australia’s Nick Atkinson and Alex Tjoe and for MCFC director of marketing Nick Becker and MCFC events manager Luke Wyman by a Blood Utd team that included creative director David Smith, artworker and designer Marcus Bryne and producer Luke Coulson.
The MCFC artist tie-up was with Heesco and the WSWFC artists was Dale Bigeni, while the phorography was by Thom Rigney.
Links:
Nike Australia
Blood UTD
A League
