Saints x Under Armour

Project overview.
Create a key visual and influencer presentation box to celebrate the new kit deal between Southampton Football Club and Under Armour.

Clients.
Southampton FC.
Under Armour.

Agency.
LOVE.

Team.
Creative Head: Rory Sutherland
Creative Head (copy): Gary Toal
Creative: Ben Topliss

Account Director: Richard Attwater
Account Manager: Matt Cooper

Introduction.

This is more than just a kit sponsorship deal, this is the first kit at the start of a new 7 year technology partnership between two brands known for their pioneering use of science on and off the field of play.

A long term partnership between the Saints infamous ‘black box’ lab and Under Armour’s own performance lab with the aim to take performance apparel to the next level.

We used this pioneering lab ideology and the essence of innovation as the basis for the concept whilst delivering a technological and futuristic feel. 

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The Concept.

Keeping the dynamic feel from the scamps, we really focused on how we could tailor the environment to make it less abstract feel more routed in ‘performance lab’ or ‘test centre’. As the key visuals below show, we’ve did this by incorporating testing equipment, graphics and technical elements to base it more in reality.

Our hero player isn’t simply running now - He’s being tested in a high-tech performance environment.

And like the effect of the technological partnership between the club and Under Armour, the performance bar is being raised - whilst maintaining a subtle nod to the stripes that The Saints are famous for wearing.

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