Sports equipment manufacturer Mitre is celebrating the 30th anniversary of its famous ‘Ultimax’ football, which graced Premier League pitches from 1995 to 2000.
Developed in collaboration with creative agency Dark Horses, the campaign will look to connect past and present, in a bid to show how “legacy can lead to innovation”.
The creative centres on three young footballers with 90s Premier League lineage: Raphaella Wright-Phillips (granddaughter of Ian Wright), Ruben Butt (son of Nicky Butt), and Jacob Fowler (son of Robbie Fowler).
“The original Ultimax defined a generation of football, and now, thirty years on, it’s been re-engineered to define the next. Innovation was our priority, creating a ball that leads with performance and cutting-edge technology, while honouring the legacy that made it iconic,” said Beth Fletcher-Hunt, senior marketing manager of Mitre Sports.
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“The Ultimax’s heritage inspired both the product and the campaign, giving it a sense of majesty and reverence. ‘The Next in Line’ is about looking ahead celebrating a new generation of players who carry football’s legacy into the future. We wanted this campaign to feel youthful, and rooted in authenticity.”
The brand’s campaign centres around editorial-style photography shot by Karis Beaumont, which will be supported by out-of-home placements in London, Manchester, and Liverpool – in a nod to each city most associated with the 90s stars.
Josh Pearce, creative director at Dark Horses added: “The Mitre Ultimax is a true cult classic. Some of the greatest moments in Premier League history happened with a Mitre ball, so it felt natural to celebrate its reinvention and return with the names who defined that golden era of football.
“Now, with the next generation carrying that legacy, we’ve teamed up with the relatives of 90s icons to bring 1995 into 2025, tapping into the nostalgia of that era while giving it a fresh, modern edge.”
