Adidas Commercial Clubs



With a new season comes a new range of kits for all of adidas’ clubs. Detail were briefed to provide a campaign for each club, introducing their new kits to their fans.

The main challenge was to develop a campaign which would retain consistency for adidas, yet be bespoke to each club and relevant to their own fan base.

The concept dealt with the task by allowing each club to define a typographic background. This could be their club's chant, famous results or anything else held as unique and special by the fans. In front of the background the players were photographed in a specific style consistent with the adidas brand. We captured the players individually in three different positions, which allowed the clubs to be flexible on what selection of players they would like to use for any particular scenario. 

The campaign was delivered in across eleven clubs from the English Premier League, Championship and the Scottish Premiership.


Adidas Commercial Clubs



Following on from the successful 2013/14 adidas kit launch campaigns, Detail were asked to produce a new concept for the 2014/15 season. This idea focuses on what the majority of fans find most exciting about the beginning of a new season: their team’s new kit. 

Using close-up photography to highlight the detailing of the fabric, the campaign focuses on the aesthetics of the shirt’s “hyper senses”. Each image accentuates the team’s badge and graphic details, with a larger crop of the shirt in action illustrating the shirt’s technology in motion. Before each full launch, the close-up crops were released as a tease campaign whilst the fans counted down to the official kit launch date. 


This project was completed working with Detail.