A few weeks ago the chaps at Rosie Lee helped launch the new England football kit – the first to be produced by Nike.In spring 2013 Nike took over lead sponsorship of the England football team. The challenge was to focus not on the sponsorship or kit itself but on the spirit and enthusiasm of the fans.
To create excitement at retail, Rosie Lee created and delivered a campaign that ran in over 350 stores nationwide. This included two highly immersive experiential executions at Nike Town London and the Trafford Centre Manchester. Both firmly placed fans centre-stage by inviting them to try on the England shirt and be filmed and photographed acting out goal celebrations.