The relaunch of the UK's most loved football.
Mitre

The task

To relaunch The Mitre Delta - Britain’s most iconic ball, to fans of all ages across the UK. 

What we did

We unveiled the new Mitre Delta exclusively on Soccer AM’s last show of the season with Fenners and Jimmy Bullard. So enamoured were the presenters with the iconic football, it was held up on screen for over 60 seconds as they chatted through its technology as well as their memories of playing with the original Delta.

Two days later we launched the ball to key football influencers, media and ex pro football legends at an exclusive event at concept store Pro:Direct LDN. Just before the Football League's biggest game of the season - The Championship Playoff Final. 

We utilised our network by inviting freestyle football world number two Liv Cooke who dazzled passers-by with her sublime skills. And with Soccer AM’s Tubes hosting a Q&A with Football League legend Steve Claridge, we created an event to remember for football's most famous ball.

Impact

The activity caused a stir in major titles across the UK including The Daily Mirror, The Sun, The Times, FourFourTwo, Soccerbible, Sky Sports News and Match of the Day Magazine. Our influencer engagement achieved championship winning results with sporting celebrities posting about #LegendReturns throughout the campaign including Spencer FC and Kirsty Gallacher.

The launch produced over 27,000,000 opportunities to see and was heralded internally as one of the best events the company had delivered: “I’ve been with Mitre for over 10 years and seen lots of new products launch but I have to say the Legend Returns event and the build up to it, was by a country mile the best I’ve ever seen.” – Mark Upshall, Head of Category at Mitre International.

Over 100 articles appeared in total across print, online and broadcast media, with a further 300+ social media posts carrying the campaign hashtag.

“I've been with Mitre for over 10 years and seen lots of new products launch but I have to say the Legend Returns event and the build up to it, was by a country mile the best I've ever seen.” Mark Upshall, Head of Category at Mitre International
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