London football club Tottenham Hotspur has unveiled a new campaign for its 2025/2026 streetwear-inspired black away kit.

Devised by creative agency T&P, the campaign centres around a hero film directed by Chris Ranson of Vigilante.

The marketing drive features the tagline “In Darkness We Dare”, a play on the cub’s slogan “To Dare Is To Do”.

T&P associate creative director, Ben Fallows, said: “As a Spurs fan myself, the moment I saw this black kit, I knew it would be an instant classic. All we needed to do was make it really stand for something.

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“So, as it’s the exact opposite to the home shirt, we wanted to give players and away fans permission to adopt a different persona that’s more fearless – like a superpower to step into rival London grounds or hostile stadiums across Europe.”

The film stars Spur’s players Dominic Solanke and Ella Morris as they take part in what appears to be a routine photoshoot. But something strange happens and they “glitch” into the new kits.

The spot also features cameos from Djed Spence and captain Son Heung-min. It has its own bespoke soundtrack You Man, produced by Star One with lyrics from Squad.

The full track will be available on Spotify.