Represent is a concept all about enabling the fans to represent the love they have for the club, the pride in wearing the badge and the loyalty they've pledged. Day in day out, wherever they may be.
The club needed to move away from the standard “football” marketing and start connecting with their fans. To be less about the hard product sell and more about telling stories that resonate. The kind of stories that show what it means to wear the badge.
The love for the club and the game connects the fans with each other and in this visually striking campaign, this is represented by the deconstructed football pitch, which serves as the main backdrop.