Brief
Unveil the brand new jersey for the British & Irish Lions’ tour of Australia in 2025.
Strategy
To unveil the shirt at a celebratory, star-studded event for stakeholders and UK / Australian media.
Working in lockstep with the teams at Canterbury and The Lions, we hosted our exclusive event at Flannel’s flagship store on London’s Oxford Street.
We managed the media accreditation for 31 publications across sport, national news and broadcast, as well as organising 1-on-1 media time with Lions legends and Canterbury Ambassadors including Tommy Bowe, Gavin Hastings, Leuan Evans, Jason Robinson and Maggie Alphonsi. This gave individual media outlets access to exclusive and bespoke content.
We drafted all press materials and created media packs detailing the inspiration behind the jersey, and the state-of-the-art technology within.
Activation
Results
It’s fair to say that the new kit got a hugely positive reception and the global awareness it deserved.
No one with an interest in rugby could have failed to see the launch. The jersey became the sporting story of the day, with over 229 media articles secured, including high profile TV slots on Sky Sports News, BBC Sportsday and talkSPORT, as well as backpage print coverage in Guardian, Independent, Express and The Sun.
