A club's new home shirt launched on the people who wear it, from season-ticket holders to the under-nines.
Home Shirt
.
4 days
To sell out the first run
Eastgate Rovers FC
Football
· 2025
Client
Eastgate Rovers FC
Sector
Football
Markets
UK, plus 30 supporters' clubs abroad
Channels
Launch · Social · OOH
Timeline
6 weeks
Eastgate Rovers launches a new home shirt every summer. This time we didn't use a single player.
The challenge
Every kit launch is the same photoshoot.
Shirt launches follow one formula: three players, a smoke machine, a stadium at dusk. Rovers sat mid-table, shirt sales had been flat for three seasons, and fans had started buying old shirts second-hand instead. The new one had to feel like theirs again.
The East Stand at 7 a.m. on launch day: 4,000 fans in the new shirt, photographed seat by seat.
The idea
Worn by the people who sing.
We cast the launch from the stands: a 79-year-old season-ticket holder, a programme seller, the under-nines, a steward who has never watched a game from a seat. Every shirt in the first run carried the year its owner first came to the ground, stitched inside the collar.
The under-nines in the new shirt, and a season-ticket holder's first one since 1961.
What we made
A launch film, a portrait series of 120 fans and one photograph taken across a whole stand.
Launch film and 120 fan portraits
First-year stitch in the launch run
Stand-wide launch-day photograph
Content kit for supporters' clubs
Local OOH within two miles of the ground
Launch week
4 days
To sell out the first run
+64%
Shirt sales against last season
38k
Fan photos shared on launch day
“The fans have always been the kit. We just finally photographed them.”
