Nike x England

England Training Centre – WC22

Inspiring the national team in Qatar.

Emotions

England were a serious prospect in the ’22 World Cup. The team was young, dynamic and had the whole country behind them. We were briefed with creating a home away from home for the Lions, where they could train and get ready for the biggest games of their lives.

Create

We delved into the Nike archives to find iconic copy lines which would read like mantras — inspiring the players to dig deep and dream big. Oversized typography was infused with the energy of fan flags and Nike’s unmistakable design language, surrounding the players with support at every turn.

Impact

Although the England team didn’t quite go all the way, their performances and playing style received rave reviews globally. Images and films of the players training and demonstrating their skills at the base went viral on social media as well as appearing in the news across the world.