Lucozade Sport has partnered with London agency Adam&EveDDB to launch a limited-edition football jumper to celebrate the upcoming festive football season.
The sports drink’s ‘very unofficial England-ish football supporter’s jumper’ playfully combines the iconically naff Christmas jumper with legendary fan-favourite football shirts from the 1990s, recruiting rapper Niko B and model Deba Hekmat for the campaign.
Tying-in with the upcoming winter world cup in Qatar, Lucozade aims to capitalise on the once-in-a-lifetime event with its ‘unofficial’ festive collection.
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An out-of-home campaign promoting the jumper will appear on fly posters through the capital and across football and fashion publications.
“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,” Lucozade Sport head of marketing, Tom Bell said.
Adam&EveDDb creative director, Adam McAnaney 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.”
