We built a subsidiary merchandise brand for the South Sydney faithful that would allow them to represent the club in a more subtle, on-trend way.
Souths have an undeniably loyal fan base built up of all walks of life, to elevate their club merch and give a relatable story for fans to feel connected with, we highlighted the community of Redfern and the surrounding burrows in a moving campaign shoot and video.
We drove in collaboration with South Sydney’s marketing team early iteration of concepts for the District 1908 brand.
We wanted to harness the essence of the South’s community by way of a new streetwear brand and test it in market. This is something that no NRL club has ever done before, which means there was an opportunity to set a precedent and change the way professional sport teams think about their merchandise.
