OUR PRIDE. ONE FAMILY.

With the Women’s Euros on the horizon, we teamed up with The FA to create a kit launch that would connect generations and drive momentum going into the summer. The goal? Bring fans closer, celebrate unity and show that ‘Our Pride’ is more than just a line on a shirt.

The campaign centred around togetherness, current Lionesses, para players and former generational icons all captured as one, across stills and video. We took a stylised, fashion-led approach, shooting in small groups to bring out the swagger, warmth and individuality of the players. Every detail was built around connection – the angles, the layering, the styling. All coming together on a custom-built set at St. George’s Park.