Manchester City and kit partner Puma revealed the club’s new home and away strips for the 2019/20 season with a campaign that pays tribute to city’s industrial and cultural heritage (and which also feature the club’s 125th anniversary crest).
A purple accented new home kit includes a ‘woven jacquard wave pattern’ through it to represent the cotton looms which played the driving role in Manchester’s industrial revolution,
#mancity pic.twitter.com/SaVoS3OKB8
— Manchester City (@ManCity) July 2, 2019
while the new away kit celebrates the ‘Madchester’ years (an iconic cultural era for the city between the late 1980s and early 1990s) with a design inspired by The Haçienda nightclub which was a hub for the city’s emerging music, bands, DJs and artists.
Indeed, the predominantly black away kit features yellow warning chevron style stripes on the left shoulder in reference to The Haçienda’s iconic graphic identity, while the sleeves feature peach and blue trims to represent the colourful nature of the nightclub.
Anyone else obsessed with this kit?
#mancity pic.twitter.com/agBoowJ2pL
— Manchester City (@ManCity) July 1, 2019
Following on from the live launch event,
About last night
#mancity pic.twitter.com/FXArywhFPi
— Manchester City (@ManCity) July 1, 2019
NOW WE’RE REALLY HERE!@pumafootball#mancity
HOME KIT: https://t.co/ddVRxCTPSK
AWAY KIT: https://t.co/x2qjPiGVha pic.twitter.com/gpT1DZUYBt— Manchester City (@ManCity) July 1, 2019
The campaign was spearheaded by a hero launch spot called ‘This Is Our City’,
THIS IS OUR CITY.
@pumafootball
#mancity
https://t.co/NfHdQ88W9f pic.twitter.com/JiG6GskWan— Manchester City (@ManCity) July 1, 2019
which ran across the club’s online channels.
The spot was created by Copa90 which worked with independent director Josh Cohen to create a film celebrating the city and the collaboration between Puma and Manchester City.
This was supported by an extensive set of social content,
Let's create more of these iconic moments with @pumafootball
#mancity pic.twitter.com/uQP5cN1JYd
— Manchester City (@ManCity) July 1, 2019
Verdict?
GET YOURS! https://t.co/vKDodBiJVB
#mancity pic.twitter.com/9Y0C8KKBmq
— Manchester City (@ManCity) July 1, 2019
#FAWSL opening weekend…
DERBY DAYpic.twitter.com/DyOyZVpNZb
— Manchester City (@ManCity) July 1, 2019
which also included an interesting Snapchat ‘try-and share’ scan SnapCode feature
Want to see how you look in our new @pumafootball kits?
Try them on by scanning our SnapCode below and share with your mates!
#mancity pic.twitter.com/yXEBSVuE5F
— Manchester City (@ManCity) July 1, 2019
The new kit reveal kick-started the club’s new Puma partnership which includes new stadium signage.
Welcome to the family, @pumafootball
#mancity pic.twitter.com/BRFqUJxOb6
— Manchester City (@ManCity) June 30, 2019
The launch was also promoted by Puma,
and also supported and spread by shirt sponsor Etihad.
The kits and the campaign represent the debut designs of the new partnership between the Premier League champion club and its new official supplier.
City Football Group signed a long-term global partnership with Puma earlier in 2019 in a deal that also includes City’s sister clubs in Australia, Spain, Uruguay and China.
“The partnership between Manchester City and Puma goes beyond football. We want the club’s global fans and local Mancunians to all feel invested in this, and it starts with combining our very creative kit designs with authentic stories from Manchester’s history and music scene,” commented Puma Global Brand Marketing Director Adam Patrick.
Indeed, City and Puma have also launched an extensive range of stadium, teamwear and fanwear as part of their new tie-up.
The agency on the hero spot was Copa 90 and it was directed by Josh Cohen, the producer was India Harris, the DOP Tristan Chenais and the director’s agent was OB Management.
Production was handled by Gaurav Kumar with art department staffer Lucy Cooper and Ollie Edinburgh, while post was run by Electric Theatre Collective/750MPH with ACs Kate Eccarius, Gary Long, Leon Frind and Ben Eckersall. Lighting was provided by Reelistic Lighting, styling by Kerry Saxon, Libby Carradice-French, Jade Kewley and Kyle Lawson, HMU by Lois Pickup, Yasmin Schwitzer and Chess Thornton, with Mick Haydock, George Watts on James Jones and assistants Simon Liddiard and Aaron Hussein.
Comment:
This comprehensive, city heritage focused first kit launch with Puma follows on from the Puma/Man City partnership announcement ‘Big cat Spotted’ campaign in March 2019 (see case study).
This campaign rolls out amidst a deluge of other kit launch partnership initiatives in the Premier League.
Indeed, other notable initiatives rolling out on the same day as the City/Puma kit launch ranged from Arsenal/Adidas’ new ‘This Is Home’ launch campaign (see case study) and fellow Premier League club Burnley’s announcement that Umbro is its new playing kit, replica and training kit supplier for the 2019/20 to 2021/22 seasons.
HOME KIT 19/20 | The new 1st team home kit, supplied by Umbro, for the 2019/2020 season is now available to PRE-ORDER, meaning your kit will be dispatched on, or before Saturday 6th July at the latest!
Click to read more – https://t.co/zXNUHewQYU
— Burnley FC (@BurnleyOfficial) July 2, 2019
#WelcomeBack pic.twitter.com/90KRt91k6v
— Burnley FC (@BurnleyOfficial) July 1, 2019
(Umbro also supplies strips to AFC Bournemouth, Everton and West Ham United).
Links:
Manchester City
https://www.youtube.com/mancity
https://www.linkedin.com/company/manchester-city-football-club
https://www.facebook.com/mancity
https://twitter.com/ManCityWomen
Puma
https://www.instagram.com/puma/
Copa90
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