The Philly Kit

Directed, filmed, and edited by me, The Philly Kit project was a campaign I was able to oversee from pre-production through post-production. The goal was to capture the nostalgic feeling of being a Philly sports fan in the ’90s and bring that energy into a modern Union campaign.

While the Union didn’t exist in the ’90s, we wanted to pay homage to the teams that helped define what it means to be a Philadelphia sports fan. I also wanted to highlight the city’s streetwear culture. Yes, this is a jersey designed to be worn on the soccer pitch, but it was important to show how it could exist beyond the field, styled on real people and integrated into the everyday culture of Philadelphia.

The Full Launch Video was designed to bring the essence of South Philadelphia’s neighborhoods to life and capture that sense of community and brotherly love. Every location, character, and interaction was intended to feel authentic to the city and the culture surrounding it.

The Tease was built around the idea that the new kit was inspired by Philadelphia’s other four major sports teams. We see those jerseys being thrown into a washing machine, setting up the mystery of what will come out. That idea pays off in the full launch video when we see the Philly Kit being pulled from the wash.

The Full Kit Reveal gave fans their first look at the complete kit while also allowing us to showcase more of our players’ personalities. Because no players appeared in the main launch video, it was important for this piece to bring the campaign back to soccer and, ultimately, to the players who would be wearing the kit on the field.