This Season's Must Have
For Tottenham Hotspur Football Club x Nike 2023/24 Away kit campaign "This Season's Must Have," MATTA fused fashion, football and a beast of a soundtrack for the promotional film.
In a first for a football kit, the shirts can be brought to life with the use of augmented reality (AR). Fans are able to scan the front of the shirt using Instagram reels, activating a filter that can be recorded and posted to show your love for the new kit in a unique way. Simply search 'Spurs Away Kit' on your Instagram story filter and have someone scan the front of your shirt whilst you're wearing it to activate the filter.
The campaign embraces various fashion aesthetics, including the runway, design studio, photo shoot, and magazine front cover styles. Each aesthetic offers a unique glimpse into the creative process behind the kit, featuring shots from the photo shoot and the insightful review of the kit designs by Tottenham Hotspur legend Ossie Ardiles.
"This Season's Must Have” includes the creation of a film with the iconic soundtrack ‘Release the Beast’ by Breakwater, alongside a key visual. The campaign embraces various fashion aesthetics, including the runway, design studio, photo shoot, and magazine front cover styles.