Reebok

Creative direction that tells real stories.

Reebok re-entered the global football market with a kit launch for English Football League team Charlton Athletic. The kit launch was to include the home, away and third kits and required us to creatively direct and produce each launch. 

The creative direction reflected the heritage, traditions and current branding of the club combined with the Reebok brand. We gave each kit an individual creative execution with all three kit launches sat under an overarching brand story for both Charlton and Reebok: ‘We are Charlton’.

‘We are Charlton’ resonated with the fanbase, resulting in record shirt sales and around 663,000 views of the three launch videos on social.