Pre-season is a ritual. To do it right, you need to get down in the trenches- suffering, sweating and grafting for your dreams. Sports Direct wanted to create a campaign that would speak to raw and talented ballers looking to reach the next level.

To do that, we dropped a track in collaboration with Woking FC baller and rapper Kamikaze to hype our players up during their workouts and created a social first edutainment series featuring interviews with pros and easy to follow drills coached by Premier League personal trainers.

Creative concept, messaging, editorial