Football
New Balance
New Balance were very much the challenger brand in football. But we came a long way in the 4 years I wrote for them.
From global athlete films to club kit launches, football boot retail strategy to storytelling at every level, it was a real privilege to be so immersed in a brand with a smart and understated tone of voice.
Agency: Ear to the Ground
Creative Director: John Parker
Strategy Director: Jack Ward
Senior Copywriter: Callum Tyler
Art Directors: Graham Cheal, Angelo Teixeira
+many, many others
Bukayo
Football films are too serious. Bukayo is too nice for serious.
The highlight of my work for New Balance was building the lore of the Little Chilli.
Director: Yoni Weisberg
Production: Chief
Raheem
Signing Raheem Sterling was a big deal for New Balance. In his launch film, we leant heavily into the speculation that always surrounds Raheem.
A player who attracts much debate, this was his ‘Done Talking’ moment. The ‘action’ began from the moment we started shooting as young people in Manchester were given an opportunity to work on the film,
The Face | High Snobiety | HypeBeast | Complex | Versus | Manchester Evening News | Daily Mail
Director: Harry George Hall
Production: The Gate
Sadio
Senegal were the best team to never win AFCON. We’d uncovered a quote Sadio had quietly made to French media: that he’d ‘trade it all’ — everything he’d ever won with Liverpool — to bring the trophy home for his people.
In the end, he didn’t have to give up any silverwear. In his New Balance boots, he scored the winning penalty and Senegal went crazy.
Director: Charlie Watts
Production: Revolution
AS Roma
AS Roma isn’t just Rome’s football team - it’s the city’s identity. Rather than scripting another athlete film, we gave Romanisti the camera and let them tell us what their club means. Raw, unscripted — pure passion.
Director: Daniele Quadrelli
Production: Cheat
Headline Taker
Product naming and retail strategy were a core part of my New Balance role.
'Headline Taker' is one example where the name was strong enough to inspire the entire launch platform - from zine to guerrilla activation celebrating players who demand attention."
Production: Footballco
Clubs 2022/23
We set a new standard in club kit photography, building sets and inserting them into the heart of the city.
I developed the storytelling that sold this in, and worked with the clubs to develop headlines.
Art Director: Graham Cheal
Photographer: Madeleine Penfold
