OUR PRIDE. ONE FAMILY.

With the Women’s Euros on the horizon, we teamed up with The FA to create a kit launch that would connect generations and drive momentum going into the summer. The goal? Bring fans closer, celebrate unity and show that ‘Our Pride’ is more than just a line on a shirt.

The campaign centred around togetherness, current Lionesses, para players and former generational icons all captured as one, across stills and video. We took a stylised, fashion-led approach, shooting in small groups to bring out the swagger, warmth and individuality of the players. Every detail was built around connection – the angles, the layering, the styling. All coming together on a custom-built set at St. George’s Park.

Players helped shape their looks, created playlists and brought their personalities to set. A full suite of content, from hero imagery to behind-the-scenes moments, captured not just how the new kit looks, but what it means.

“Huge credit to Unmarked Agency, for continuing to push creative boundaries.”
Greg Sullivan, Brand Lead at The FA

A campaign designed to connect, celebrate difference and help drive record-breaking shirt sales.