The task
Mitchell & Ness approached us to launch their NBA Swingman Collection in the UK. The nostalgia brand is huge in the US and Europe, but less known in the UK. Brand awareness was key.
What we did
We started by commissioning a photo shoot in London, identifying locations that would portray ‘the real London’ – street style. Heroing six teams, we selected street photographer Elliott Wilcox and cast three models who we shot in a social housing estate.
We utilised the content, both stills and moving footage, to create an integrated campaign that featured in retail (online and instore), across the brand's website, at high footfall London underground stations including Oxford Street and Leicester Square, underpinned by PR and influencer engagement across music, sport and fashion talent.
Impact
The campaign launched in July. Initial client feedback included ‘phenomenal’, ‘impactful’ and ‘it’s everywhere’! In addition, we made sure the Swingman Collection has been worn by the right people through a targeted influencer outreach programme that included X-Factor winners Rak-Su wearing it on tour, England rugby player Jonathan Joseph and band The Cutkelvins.
Reach to date is over 6.5m with more activity landing over the coming weeks.
