The launch of the new Leeds United kit designed and manufactured by Kappa was an opportunity to take the club into the city, reinforce the Leeds United brand and importantly sell new kits. The Real History, Real Future, Real Choice story found a wonderful parallel in the Kappa story. The iconic clothing brand has enjoyed a rich history in the sports and fashion world. From sponsoring the USA Olympic team in the 80’s to having their world famous “omni” logo on the sleeves of the stylish Italian international football team. This major brand reinvention, with some clever ranging, has seen the rebirth of Kappa in the UK.
Social media competitions, advertising across the city and “Kappa Kit” cars giving away Kappa products across the region were some of the activation initiatives for the multi-channel launch.
The present homegrown players were the focus of the campaign. The pre-launch invited a limited number of fans who applied through social media to attend an early look and purchase of the new kit.
The young players modelled the kit as well as being interviewed by past legends of the side. Truly Real History – Real Future – Real Choice.