Stronger in Stripes
Problem
Ahead of the 25/26 season, the challenge was to build hype for the new kit without revealing it outright and to reach beyond the existing fanbase to engage wider Wellington, turning curiosity into actual sign-ups and sales.
Solution
The campaign ran across both digital (social, web, dark ads, Google ads) and physical channels (newspaper prints, street signage, billboards, digital billboards), teasing the kit design through its stripes and a simple line: Stronger in Stripes.
The stripes didn't stop at launch.
They carried through the rest of the season as a content system, giving logos, partner branding, and other recurring elements a consistent home across everything produced.