Mongoose and New Balance make their mark with kit launch
MISSION Agency, Mongoose, has delivered a winning kit launch for its Client, New Balance, ahead of a momentous summer for the World Cup winning England Cricket Team.
As part of its Make your Mark campaign, this year’s World Cup kit was designed to speak to a younger, more dynamic audience and engage with sports fans to position New Balance as ‘driving the cricket lifestyle image’.
The Agency worked with New Balance to design a shirt that can not only be worn on the fields of play and in the stadiums, but on the streets by England supporters. Helping to raise awareness of cricket worldwide, the kit combines the heritage colours of the iconic 1992 team with a more modern design.
To support the launch, Mongoose created a host of assets including a campaign film, media imagery and gifs for social channels, which were debuted at a launch ahead of the start of the World Cup.
The ‘festival of cricket’ launch was hosted in a warehouse space in East London, where media, influencers and fans were treated to a first look at the World Cup Kit. The results have been fantastic, with the shirt selling out within the first 48 hours.
First introduced last year, the Make Your Mark campaign acts as a call to action for people to make things happen, but in their own individual way. It focuses on growing the sport from its purest form and provided inspiration for New Balance to align with the incredible work the ECB do at grass roots and community level to develop the game of cricket.
Chris O’Donoghue, CEO of Mongoose, said: “We are incredibly happy to have been able to work on this campaign alongside New Balance to launch this year’s World Cup kit. It really reflects the huge role cricket plays in our history and traditions and it’s been amazing to see the passion it has evoked in people throughout the country. The kit selling out in such a short amount of time is reflective of the great work the team has achieved.”