‘The very unofficial England-ish football supporter’s jumper’. When faced with the frosty potential of a Winter World Cup, Lucozade Sport and Adam&eveDDB have turned to the enduring power of merchandise. 

To mark the upcoming festive football season the brand has created a limited-edition jumper for football fans. 

According to adam&eveDDB the jumper is a ‘playful mashup of the famously naff Christmas jumper blended with Lucozade’s love for iconic fan-favourite football shirts of the 1990s.

Based on the insight that the next generation of England football fans will be spending time enjoying football in chilly beer gardens this winter, Lucozade Sport set out to equip festive fans with the most enviable, unofficial England-ish football merchandise.

The collection will launch through a campaign created by adam&eveDDB, starring rapper Niko B (a.k.a. Tom Austin) and model Deba Hekmat. It’s shot by Kaj Jefferies and styled by Phoebe Lettice. Jefferies’ shots are set to appear in fly posters around London and in football & fashion publications.

Tom Bell, Head of Marketing at Lucozade Sport, explained: After an unforgettable summer for the England women’s team, the men’s team are about to take on a winter campaign like no other. It was this uniqueness, and the England fever that will follow, that inspired us to create a limited-edition jumper for fans up and down the country.

Andy McAnaney, Creative Director at adam&eveDDB, added: The Very Unofficial England-ish Football Supporter’s Jumper brings a bit of Lucozade Sport’s positive energy to the upcoming winter football tournament in a bold and memorable way, while not taking itself too seriously.

The campaign will be supported by OOH, press, paid social media support and influencer activity. The tongue-in-cheek jumper has already been named in the ‘Top 10 coolest things’ by GQ magazine.