SKY SPORTS
⚽️
SKY SPORTS ⚽️
The Subscription Shirt
Sky Sports was losing its under-35 audience, so we needed to make the subscription feel more valuable and culturally relevant.
We teamed up with artist Slawn to release 200 limited-edition shirts for Gen Z to discover. Anyone lucky enough to grab one scored a Sky Sports subscription.
The Content
We created tease and launch content in Sky Sports’ Monday Night Football studio with Slawn, his community, and pundits Micah Richards and Daniel Sturridge.
During the shoot, Slawn shared the message: 200 shirts and 200 free Sky Sports subscriptions were up for grabs. All people had to do was keep an eye on his and Sky Sports’ stories for the drop locations.
The Drops
The locations were revealed on Slawn’s and Sky Sports’ Instagram Stories, and the first 200 fans to arrive secured a Subscription Shirt, so speed was essential.
Fans from London and Birmingham showed up in huge numbers, queuing for hours to get their hands on the kit. It was a strong way to connect with the streetwear community on their own terms.
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