To celebrate the 40thanniversary of Manchester United’s first European Cup win, Nike created a commemorative European away kit in homage to the iconic blue kit the team wore when they won in 1968. We were asked to promote the kit and the significance of its heritage.
The team that won the cup in 1968 were the second team to have progressed through Sir Matt Busby’s pioneering youth training system – the first team being tragically killed in the Munich air disaster. With this emotive history to draw upon we created the campaign concept ‘Inspired by Greatness’.
Shooting current players against archive imagery from the club’s history, we paid homage to the great players who built Manchester United’s legacy, as well as the confident determination carried onto the pitch by the current generation of superstars.
Deliverables included complex photography and art direction, the creation and distribution of all assets and the design and installation of in-store graphics nationwide. We also launched the Manchester Nike store with a bespoke installation of authentic 1968 props, a limited edition postcard set and a stadium take-over.
Wearing the commemorative kit, Manchester United went on to beat rivals Chelsea in the 2008 Champions League final.
The team that won the cup in 1968 were the second team to have progressed through Sir Matt Busby’s pioneering youth training system – the first team being tragically killed in the Munich air disaster. With this emotive history to draw upon we created the campaign concept ‘Inspired by Greatness’.
Shooting current players against archive imagery from the club’s history, we paid homage to the great players who built Manchester United’s legacy, as well as the confident determination carried onto the pitch by the current generation of superstars.
Deliverables included complex photography and art direction, the creation and distribution of all assets and the design and installation of in-store graphics nationwide. We also launched the Manchester Nike store with a bespoke installation of authentic 1968 props, a limited edition postcard set and a stadium take-over.
Wearing the commemorative kit, Manchester United went on to beat rivals Chelsea in the 2008 Champions League final.
