Global Tottenham Hotspur Campaign

The brief:

Launch the new Under Armour x Tottenham Hotspur-kit in a way that really embraces the fans.

The barriers:

The jersey launch each season is one of the biggest moments in the year for fans. With Under Armour being the new shirt sponsor, the launch was met with high expectations.

The answer:

We created the biggest Tottenham Hotspur team photo ever, showing the complete lineup of 2012 in full glory. The battle cry became ‘New Battles. New Armour.’ and showed that Tottenham Hotspur is better armed than ever for the new season.

The results:

Approximately 10,000 units sold in 3 days
It crashed the Tottenham Hotspur site on launch
Reached over 900 million media impressions (!)
The most successful Tottenham Hotspur kit-launch in 128 year history

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