Case Study: Sunderland AFC 90's Retro Release Campaign
2812 Studio was approached by the marketing team at Sunderland AFC to collaborate on their latest release with Hummel, featuring iconic merchandise from the club's history. The campaign aimed to celebrate the club's heritage and engage fans with limited edition retro products.
the 1992 FA Cup Final walk-out jacket and the 1993-94 third shirt
The drop featured two legendary products, the 1992 FA Cup Final walk-out jacket and the 1993-94 third shirt, never before released to supporters. The walk-out jacket, worn exclusively by players under Wembley’s iconic twin towers, featured a bold color way with striking purple and sky-blue trim. The electric yellow third kit, marking the end of hummel’s first era on Wearside, was brought back for fans for the first time.
The launch of the retro merchandise was a phenomenal success, with thousands of units selling out within the first morning. The campaign generated significant excitement among fans, highlighting the enduring popularity of Sunderland AFC's heritage.
Working closely with local artists and fans was an essential aspect of the shoot. Local artist Rach Small (@celadoreUK) and poet Tobias Hodgson (@tobiashodgson) were chosen as models, adding authenticity to the campaign. The shoot took place at VAUX brewery, the original and synonymous club sponsor, using the taproom and the iconic 1960s Vaux Peugeot Van as backdrops.
“From planning to post-production, collaborating with Ben was a thoroughly enjoyable experience for all within our creative team. Ben and his team not only understood the brief provided but built on it, ensuring the delivery went above and beyond our expectations. His energy on set was infectious, and his professionalism was consummate. We look forward to working alongside him again in the future.”
Content Distribution
The campaign content was rolled out on Instagram, the club's website, and through various news channels, reaching a wide audience of Sunderland AFC fans and football enthusiasts.
