Castore
Newcastle United
Having achieved great success with their initial kit partnership with Rangers FC, Castore established a new retail partnership with the Premier League club, Newcastle United, taking control of all commerce activities for the club.
As Creative Lead, my responsibility was to create comprehensive launch campaigns for each Newcastle kit as part of the partnership. Here is the creative overview of the Newcastle United home shirt and the process behind it.
When developing the art direction for the overarching Castore kit launch campaign for 2021/22, I wanted to create a statement for the brand, especially with our introduction to the Premier League.
The concept was to create an emotive connection between the fans and the new Castore kit for the 2021/22 season. Focusing on the Newcastle United campaign, football holds a deep-rooted, almost religious, cultural significance within the city, with the stadium's grandiose architecture acting as a cathedralesque symbol. I wanted to tap into the passion and nostalgia that the fanbase has for their club and St James Park. It serves as a powerful backdrop for the campaign, creating the emotional narrative around the anticipation of fans returning to the stadium after COVID restrictions.
Digital Execution
Incorporating a compelling visual strategy alongside the poignant narrative we discussed earlier was pivotal in crafting an immersive user experience. The design's fluidity extended to our comprehensive campaign system, ensuring a cohesive presence across all digital platforms. This strategic approach culminated in a dynamic and distinctive campaign that commanded attention amidst the digital clamour of kit launch season, precisely in line with our vision.
The digital campaign covered our various channels across e-commerce and social for Newcastle and Castore. And after achieving the desired impact with the Newcastle fanbase, it also featured on well-known social platforms like the Sky Sports channels, expanding its reach and impact.
Instore Application
Castore's digital-first strategy extended into the retail sphere as part of the partnership obligations. This expansion included a city centre retail space and the prominent St. James Park location, marking the most substantial addition to its retail portfolio. These spaces were crucial in the campaign, engaging the community and fans and acting as an introduction to the Castore brand whilst introducing the supporters to their new team kit.
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The club shop acted as a physical hub for fans to connect with the brand, explore merchandise, and bridge the online-offline gap. This integration boosted the campaign, introducing the Castore brand to passionate Newcastle fans.
Out Of Home Advertising
In today's digital landscape, traditional out-of-home (OOH) advertising still holds importance in reaching all parts of a modern-day fanbase. Our campaign intentionally integrated OOH to connect with the devoted older fanbase, who still share the same unwavering passion as their young, tech-savvy counterparts.
This recognition of parallel enthusiasm across generations helps bridge the gap. Traditional OOH complements digital outreach, ensuring our message resonates on screens and in physical spaces. Our campaign unites the modern and timeless, echoing the heart of fandom. Supporters, young and old, all find a place in this harmonious approach, honouring their passion across various platforms.
Launch Video
Rhoda Pond
During the campaign, we worked closely with creative agency Rhoda Pond, who provided essential video and photography support. Their involvement was pivotal in shaping the campaign's success.
And after briefing the campaign's creative direction, Rhoda Pond created the launch video for Newcastle United in support of the overarching campaign.