Lucozade Sport launches festive football jumper for next-gen fans
To celebrate 2022’s upcoming festive football season, Lucozade Sport and adam&eveDDB created limited-edition jumpers for fans
01 November 2022
Lucozade Sport has partnered with adam&eveDDB to create a limited-edition football jumper for fans in celebration of the upcoming festive football season in 2022.
The very unofficial England-ish football supporter’s jumper’ is a knowingly playful mashup between the famously naff Christmas jumper, blended with Lucozade’s love for iconic fan-favourite football shirts of the 1990s.
Based on the insight that the next generation of England football fans will be spending time enjoying football in chilly beer gardens this winter, Lucozade Sport set out to equip festive fans with the most enviable, unofficial England-ish football merchandise.
The collection will launch through a campaign created by adam&eveDDB, starring rapper Niko B (a.k.a. Tom Austin) and model Deba Hekmat. It’s shot by Kaj Jefferies and styled by Phoebe Lettice. Jefferies’ shots are set to appear in fly posters around London and in football & fashion publications.
Tom Bell, Head of Marketing at Lucozade Sport said: After an unforgettable summer for the England women’s team, the men’s team are about to take on a winter campaign like no other. It was this uniqueness, and the England fever that will follow, that inspired us to create a limited-edition jumper for fans up and down the country.
Andy McAnaney, Creative Director at adam&eveDDB, added: The Very Unofficial England-ish Football Supporter’s Jumper brings a bit of Lucozade Sport’s positive energy to the upcoming winter football tournament in a bold and memorable way, while not taking itself too seriously.
The campaign will be supported by OOH, press, paid social media support and influencer activity.
Brand: Lucozade Sport
Head of Marketing Lucozade Sport: Tom Bell
Head of Partnerships: Matt Riches
Senior Brand Marketing Manager: Holly Fergusson
Brand Manager: Tom Etherington
Assistant Brand Manager: Gareth Folwell
Assistant Brand Manager: Celine Richard
Senior Social Strategist: Edie Kelly
Social Media Manager: Phoebe Whittle
Social Media Manager: Siobhan Heaney
Lucozade Sport Design Consultant: Emma Horton
Chief Creative Officer: Richard Brim
Creative Director/s: Christian Sewell & Andy McAnaney
Content Creative Director: Camille Standen
Agency producer/s: Kendal Drake & Christopher Battye
Head of planning: Will Grundy
Planner/s: Samaneh Zamani
CEO: Tammy Einav
Managing Partner: Mike Stern
Business Director/s: Sam Perez
Account Director/s: Nick Wilkie
Account Manager/s: Jemima St Aubyn & Becky Kilner
Designer/Typographer: Scott Silvey, Oliver Watts, Roberto Celentano
Media agency: Mediacom
PR agency: The Academy
Sports Marketing Agency: CSM
Production company: A&R Creative
Producer: Joanna Dendy
Photographer: Kaj Jefferies
D.O.P: Kaj Jefferies
Editor: Kaj Jefferies
Post-Production: Cain & Abel
VFX: Hashir Khan & James Ireland
Post-Producer: Dominic Rixson
Music Supervisor: Casey Quantick @ Extreme Music