The Task
Create an integrated campaign to relaunch the iconic Mitre Ultimax and gender-neutral apparel capsule in order to bring both new and nostalgic audiences to the Mitre brand in a modern way.
What we did
We created Mitre ’95, an identity for the range that captured the spirit of ’95 and eye-catching, vibrant creative that used the bold blue and red from the Ultimax ball itself.
The campaign was brought to life on digital channels underpinned by PR and dedicated influencer-led activity.
Our photography was light-hearted and fun bringing out Mitre’s cheeky brand personality and celebration of the 25th anniversary of the Mitre Ultimax.
Models were selected and apparel styled with 90s in mind to tie in the retro proposition.
Impact
We engaged consumers with a 360 campaign across social and retailer websites alongside credible influencers, a media partnership and PR, generating noise and excitement for the iconic relaunch
The impact was huge with Mitre’s Ultimax Ball stock selling out in 24 hours
In the first seven days…
54K visitors to mitre.com +283% increase
£41K sales
11.5M impressions on social
1K+ new followers on social
A targeted PR and influencer campaign saw the Mitre Ultimax land on Soccer AM as well as with a range of credible influencers including BBC Breakfast and MOTD presenter Dan Walker. Supported by media partnership with Versus
Coverage
22 articles including 5 National coverage pieces
2 TV pieces + 2 Radio pieces
58+ posts
147,465,309+ opportunities to see
