We created a rousing manifesto to stoke support for the England rugby team ahead of the kit launch.
The Wear it Proud manifesto was displayed in the window of NikeTown in full view of thousands of shoppers every day on London's Oxford Street.
When England played Argentina at Twickenham, we placed seat cards on every chair in the stadium. Before kick off, 80,000 fans held up their seat cards to reveal the message: Wear it Proud. This was also carried on the jumbotron and the perimeter boards during the game.
To explain the heritage behind the purple shirt, we created a video featuring England legends Will Carling and Rob Andrew. The seat cards featured a number rugby fans could text to receive the film for free.