Hummel: Everton 21/22 Kit Launch

A new kit that told a unique story and sold loads of shirts.

We stand as one

Going deeper to truly understand Everton fans culminated in a launch day that smashed previous sale records by 59%.


Annual kit launches are a competitive period in the Premier League with all 20 clubs battling for both attention and sales. Heading into the 21/22 season, hummel wanted a kit launch which spoke to their shared brand values with Everton FC: history and strong moral fibre. Our challenge was to present the kits in a way that told their story and drew out these shared brand values. The club was launching three kits, including an iconic ‘Black Watch’ away kit, inspired by the history of the 1881/82 Everton team.


Our HumanValues™ insights revealed that the Everton fanbase value the ability to outwardly display loyalty and celebrate club success. But also have a desire to share their love for the club as part of a wider community / culture.

the fearless solution

Leveraging this insight, we created #AsOne; a creative platform which looked to engage generations of the Everton fanbase with one overarching story.

We worked closely with the Everton team to shoot a number of Everton players in kit and merge the stars of the future with the history of the past – all within very tight Covid restrictions.

Our highlight work included a number of hero player shots and a style guide to ensure season long creative consistency across all assets from both Everton, hummel and retail partners.

The campaign launch featured on social media, OOH, in-store, programme and more. The kit launch achieved record breaking kit sales with launch day smashing the club’s previous record by 59%.


The Results

Start a project