How do you engage 33 young female 5-a-side teams from every London borough and frame an event that feels relevant and tailored to them? They’re used to being overlooked and dismissed by their male counterparts, so you break the rules, embrace heroes of their game and put yourself in their boots to find out who’s the best team in London!

Utilising printed and digital communication we defined a unique tone of voice and stand out campaign approach to LDN33 developing a visual style inspired by the England Lionesses. Designing the full experience aesthetic including designing a bespoke gift to present to the winners in the form of a custom designed branded medal.

The timing and execution helped to move Nike & Pro Direct in partnership with London Youth Games forward and raise their level of communications to the girls of London. It was a step towards strengthening Nike’s authority in football supported by Pro Direct as trusted brand partners in sporting expertise.