Oxford United aimed to reposition themselves with the launch of their 25/26 home kit, highlighting their roots in classic Oxford while breaking away from conventional norms.

 

The kit design celebrates the club’s heritage while looking firmly to the future - modern. classic. - blending timeless elegance with contemporary innovation.

 

Through clear art direction, styling, and production, we captured the launch content with models set against the iconic backdrop of Blenheim Palace. Every visual emphasised striking individuality and unapologetic style.

 

The goal was to stand out, and through dynamic shots and sweeping drone work, the production delivered. The launch was engaging and memorable, with the home shirt smashing the previous 24-hour sales record within hours of release and contributed to driving year-to-date replica sales up 283% compared to 2024/25.