Adidas – Backyard Legends
Adidas’ Backyard Legends campaign celebrated the joy of football by shining a spotlight on the street pitches, parks and neighbourhoods where future stars first fall in love with the game. Blending authentic storytelling with grassroots culture, the campaign captured the spirit of football while inspiring the next generation of players.
AXA – Keep On Kicking
Created in partnership with Liverpool FC, AXA’s Keep On Kicking campaign championed resilience, mental wellbeing and the positive impact of football beyond the pitch. Combining powerful storytelling with community engagement, the campaign demonstrated how one of football’s most iconic partnerships can inspire meaningful social change.
Burberry – A Good Sport
Burberry’s A Good Sport campaign celebrated the values that unite football and fashion, showcasing teamwork, resilience and belonging through a distinctly British lens. Featuring football-inspired storytelling and cultural relevance, the campaign demonstrated how the sport continues to influence creativity both on and off the pitch.
Chelsea FC & Here We Flo – We Don’t Bleed Blue. We Bleed. Period.
Chelsea FC and Here We Flo broke new ground by tackling menstrual health openly within football through the bold We Don’t Bleed Blue. We Bleed. Period. campaign. Challenging stigma while promoting education and inclusion, the partnership demonstrated football’s ability to drive important conversations beyond the game.
Fanatics – World Cup Social Hub
Fanatics’ World Cup Social Hub brought supporters together throughout football’s biggest tournament through innovative digital content, interactive experiences and real-time engagement. Connecting fans around the globe, the campaign demonstrated how technology and creativity can enhance the excitement of international football.
IRN-BRU – Made in Scotland from Girders
IRN-BRU’s Made in Scotland from Girders campaign captured the humour, pride and unmistakable character of Scottish football culture. Celebrating the passion of supporters through memorable storytelling and authentic brand identity, the campaign resonated strongly with fans while reinforcing football’s unique place in Scottish life.
LEGO – Everyone Wants a Piece
LEGO’s Everyone Wants a Piece campaign celebrated football’s universal appeal by bringing together creativity, imagination and the passion of supporters. Through playful storytelling inspired by the world’s favourite game, the campaign engaged families and fans alike while reinforcing football’s ability to unite generations.
Skechers & Harry Kane – SKX_2 Boot
Featuring England captain Harry Kane, Skechers’ launch of the SKX_2 football boot combined elite performance with global star power. The campaign showcased innovation, authenticity and one of football’s biggest names, helping establish Skechers as an exciting new force in the football footwear market.
Uber Eats & Sky Sports – When You’ve Done Enough
Uber Eats and Sky Sports combined football, humour and familiar matchday moments in the When You’ve Done Enough campaign. Clever creative execution and strong football insight resonated with supporters, demonstrating how brands can authentically connect with fans through entertaining and memorable storytelling.
Visit Qatar & Paris Saint-Germain FC – 35,000ft Press Conference
Visit Qatar and Paris Saint-Germain captured global attention with their innovative 35,000ft Press Conference, transforming an ordinary flight into an unforgettable football media event. Combining creativity, global reach and one of football’s most recognisable clubs, the campaign demonstrated how bold ideas can create extraordinary fan engagement.