Relaunching the Mitre Ultimax after 25 years.
Mitre 95

The Task

Create an integrated campaign to relaunch the iconic Mitre Ultimax and gender-neutral apparel capsule in order to bring both new and nostalgic audiences to the Mitre brand in a modern way.

What we did

We created Mitre ’95, a campaign that captures the spirit of the 90s and paves the way for the new generation to take it forward.

The original Mitre logo was brought back coupled with a newly created ’95 based on football shirt numbers from the same period. The Spirit of ’95 campaign aimed to revive memories of growing up in the 1995 football season, capturing that spirit for a new generation to enjoy.


We engaged consumers with a 360 campaign across social and retailer websites alongside credible influencers, a media partnership and PR, generating noise and excitement for the iconic relaunch. The impact was huge with Mitre’s Ultimax Ball stock selling out in 24 hours.

In the first seven days the campaign achieved 704% increase in sales revenue, 283% increase in visitors to and 11.5M impressions on social.

Mitre 95 – Highly commended in the Sports & Leisure category at The Drum Marketing Awards 2021.

Sales Increase

Mitre 95 – Highly commended in the Sports & Leisure category at The Drum Marketing Awards 2021.

Beth, Mitre Brand Manager said

“The Mitre ’95 project was a phenomenal success. To release such a prestigious, iconic ball with a young, youthful, fresh and collaborative campaign really set the scene of what’s to come for the brand.

Working with Mercieca was seamless– they just get it and it was truly exciting to work on this campaign with such an incredible set of creatives!

The team worked over and above to land a strong PR, Influencer and creative campaign, in a year which was tough – but just when everyone needed some excitement and nostalgia!”

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