Striking success in the football category.


To create an educational integrated campaign, reasserting Mitre as the go-to brand of footballs for players at all levels of the game.

What we did

We created ‘We Are Football’ – a campaign that strikes at the heart of real football players across the land, featuring Mitre’s full range of balls.

Directed by David Lieb and shot by Dean Martindale, it featured real players and coaches in authentic environments, from professionals training for the next big match to friends having a kick about on the street.

We called up a team of ambassadors (including Northern Ireland International Laura Rafferty) to represent each of the three ball ranges; professional, match and training. We shot them using real 35mm film to give a raw, true-to-life feel across both video and photography assets.

The imagery was further brought to life in a fully designed campaign toolkit, featuring fonts inspired by football shirts past and present. We also used a colour coding system based on shades of green found on different types of pitches, to help direct people to find the right ball for their style of play. The toolkit showcased best practice across digital, social, retail and OOH advertising.

To inspire and further educate players on Mitre’s new ball range, we created a series of product-focused videos featuring the ambassadors, alongside 360-degree animations of each ball, pointing out specific features in a clean and unfussy way.


The campaign was launched during the Community Shield game between Manchester City and Leicester City at Wembley, on pitch-side LED screens and scoreboard advertising at half time. The initial launch has already received a fantastic response on social channels, with our influencer activity delivering a reach of over 1.9M, and our brand video achieving over 140,000 Impressions on Instagram so far. The work will also feature in-store and on retailer digital channels during the 2021/22 football season.

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