Say the thing other brands won't
A global print campaign built on the same instinct that ran through everything we did at SKINS: don't sell the product, pick a fight worth having. One line — riffing on doping in the Tour de France — did more for the brand than any straight performance claim could have: "Not every rider in the Tour de France takes performance enhancers. Some prefer to wear them." The same campaign ran across basketball, snow sports and volleyball, always with the same dry, slightly dangerous tone.
The Umpire Films
A faux-vintage instructional series on cricket umpiring signals, shot to look like it had been sitting in a film archive since the colonial era — deadpan, slightly absurd, and built to travel. We made local versions for different cricket markets, each with its own institution and its own straight-faced umpire delivering the gag. They spread far further than a straight product ad ever would have, which was always the point.
Click a thumbnail to watch the UK/Australia, India or West Indies version.
Star
A kid daydreams his way into football stardom — money, music, the whole fantasy — then the film cuts back to the truth of it: a quiet bedroom, a poster on the wall, and an empty pitch at dusk where the real work happens, alone. No product shot until the very end. We trusted the story to do the selling.
The grind nobody sees
A longer-form, unscripted film following young footballers, boxers and runners through the training nobody films — pre-dawn sessions, empty lots, borrowed gear — in their own words, about what actually drives them. No script, no talking points. Just the work ethic and resilience that performance wear like ours is built to support.
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