A WRAP UP OF OUR FAVOURITE CAMPAIGNS THIS MONTH
LFC X LEVIS - MUSIC PROJECT EA SPORTS X ADIDAS ENGLAND NETBALL PARTNER WITH NIKE
This month Liverpool FC and Levi’s announced the
launch of the renowned Levi’s Music Project in
Liverpool, in partnership with UK born Hip Hop artist
Loyle Carner. During the partnership, LFC will work
closely with Levi's to develop the music project within
the local community, providing events and
experiences specially aimed at improving the lives of
those living in and around the local area. EA Sports have collaborated with adidas to launch
four new ‘digital’ kits, produced for adidas’ four top
teams: Manchester United, Juventus, Real Madrid
and Bayern Munich. And these kits aren’t just any old
kit – we’re talking even bolder than the highly popular
Nigeria World Cup strip from earlier this year, with
perhaps the most off-piste of the four being
Manchester United’s audacious leopard print design. Setting out to break down barriers to music
education, a fully-equipped music studio has been
created at the Liverpool Lighthouse in the heart of
Anfield. Reds fan and rapper Carner will be taking the
reins this year to unearth talent that will keep the city
firmly on the global music map. According to developers, it was “inspired by street
trends right from the heart of Manchester,” whilst on
the other hand Juventus have opted to demonstrate
the club’s forward thinking approach with their
eclectic pastel colours. Madrid and Bayern have
respectively opted for astronomical designs to reflect
their stars who are “blessed with skills from another
planet” which is hard to argue with. Following a monumental gold medal display at this
year’s Commonwealth Games, England Netball have
had a year to celebrate. The Roses defeated the
world-dominating Australians on their home turf by
one goal in the last second, and now more girls than
ever are playing netball in England – more than 1.4
million in fact. It therefore comes as no surprise that
England Netball have just announced Nike as their
new kit supplier, at a crucial time with the impending
Netball World Cup taking place in 2019, hosted in
none other than the city of Liverpool, England.
Alongside a line-up of industry experts and mentors,
the programme will see Carner undertaking one-to-
one sessions with participants over six months,
helping them to hone their skills, learning about
everything from song writing to performance and
software, while building a strong network and
foundation with which to build their music careers
and futures.
The kits are not only available digitally for gamers
with access to FUT (FIFA Ultimate Team) game mode,
but they’re also available to buy between the range of
£65 and £80. And although the designs provide a
fresh, creative take on current kit designs, whether
they’ll fly off the shelves or not remains yet to be
seen...
With a shared vision of empowering women and
inspiring them to play more, this is a significant,
strategic partnership, which should see Nike provide
more exposure for the sport and therefore help
further increase female netball participation across
the nation.
Astonishingly, netball is a sport that still doesn’t
feature in the Olympics, and so there’s hope that this
partnership might also play a role in bringing the fast-
paced, elegant and energetic sport onto the world
stage where it belongs.
O2 X ALEXA - WEAR THE ROSE
As part of it’s activation surrounding the Quilter
Internationals this autumn, England Rugby sponsor
O2 launched a rugby skill for Alexa-enabled devices. A
new, innovative and exciting way of engaging with
fans, the campaign will allow fans to hear the latest
news from the England camp and exclusive interviews
and content via their Alexa device.
O2 have enlisted England legend Jonny Wilkinson for
the campaign, which also means that users will have
access to the Rugby World Cup Winners thoughts on
the squad, his match predictions as well as his post
match review.
The launch has capitalized on the fact that 1 in 10
British households owns a digital home assistant, with
these numbers expected to rise significantly by 2022.
Depending on the success of the campaign for the
Quilter Internationals, O2 will look into the possibility
of developing it further for the upcoming 6 Nations in
February.
A smart move by O2 in making the most of today’s
advancing technology, it will be interested to see how
the campaign faired and whether it will be continued
in the New Year.