London: 1DA, has been appointed by Mitre, the world’s original football brand producing sportswear and equipment, to handle their international digital innovation and communications,
The almost 200-year old British brand is a long established football supporter, positioning itself as representing ‘real football’. Whether on the professional field of play in front of 90,000 fans or in parks and school playgroundTom McJennettis about the true spirit of the game – one pitch, a pair of goals and two teams competing on the basis of skill and desire.
1DA’s strategy and work focuses on positioning Mitre as the go to brand in the grass roots game, reinforcing the “real football” proposition and making Mitre more relevant to a younger audience.
1DA kicks off its appointment with press, ambient and outdoor work, including on-site activation of the creative, for the Powerleague and Mitre partnership. As the official partner of Powerleague, Mitre has branding rights across all 46 of Powerleague’s centres in the UK.
Over the next 12 months Mitre will roll out bespoke utility based, small-sided football content, working with influencers on a range of digital platforms. The content is designed to improve players of the short-sided version of the game.
Will Klug, Brand Marketing Manager at Mitre, says: “We are very excited about the partnership with 1DA. They are a forward thinking agency that really understand what Mitre is all about and how to communicate our brand values to our target consumer.
Tom McJennett, Managing Partner of 1DA, comments: “We’re incredibly lucky to be working with Mitre, part of a group of clients who genuinely want to take a more innovative approach to marketing, by offering their customers relevant content of real value.”