Sports Direct Football
#TheWarmUp was created with the aim of producing an SDFootball branded campaign that helped to elevate the category within Sports Direct. The campaign is an annual series that works in collaboration with brands to deliver the ultimate pre season experience for 15 social influencers and 15 competition winners.
Consisting of four chapters, the series follows the squad from the first training session, through to game day and the after party celebrations that follow, with each brand having a chapter dedicated to them. The stages were titled, The Kit Out, The Tune Up, The Test and The After Party, with Under Armour, Nike, adidas and PUMA attributed with each chapter respectively.
As an agency, our goal was to deliver something completely original in an extremely congested market, all the while maintaining the values of SDFootball and making it accessible for the masses. In turn, we created an experience unique to SDFootball, that has not been seen before.
Throughout the campaign, we ran content across Sports Direct social platforms, keeping our followers up to date with the goings on during the different chapters. Our audio and visual team created a feature length documentary following the closing chapter of #TheWarmUp which is optimised for YT and showcases all of the highlights of the campaign. It includes interviews with the squad members, training sessions from England coaches, and footage from the game at FC Benfica in Lisbon, Portugal.
Since the creation of #TheWarmUp in 2017, the series has since become the flagship campaign for SDFootball and is now a showcase for the identity of the platform category as a whole, demonstrating the performance and cultural values.