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Southampton FC creates 80s style animation for Under Armour kit launch

Southampton FC has created an animated miniseries as part of its marketing around its new Under Armour kits for the 2017/18 season.

The Premier League club’s new kits have taken inspiration from 1980-1983 seasons worn by club legends such as Kevin Keegan and Mick Channon.

In the build-up to tomorrow’s (17 June) unveiling of the new home and away kits, Southampton FC created an animated short in the style of 80s classics such as Teenage Mutant Ninja Turtles and The Real Ghostbusters.

The cartoon features voiceovers from Southampton players Manolo Gabbiadini, Ryan Bertrand, Fraser Forster and Maya Yoshida and shows the players using their powers to rescue stolen designs of the kit.

The first film was launched this week and the second part will be released on the club’s YouTube channel tomorrow, when fans can begin pre-ordering the new kits.

David Thomas, commercial director of Southampton FC, said: “We wanted to combine the innovative nature of our partnership with Under Armour with a tongue-in-cheek nod to the match day heroics of our first team squad. We are always proud to present the latest edition of the kit, and we think the eye-catching retro design will capture the imaginations of fans young and old.”

Under Armour’s European vice president and managing director, Chris Bate, added: “The bold designs of both kits, as well as the innovative creative campaign, will create impact on and off the field. Re-imagining some of the club’s top athletes truly matches the performance technology behind the kit, and we believe it will excite fans just as much as the team’s prospects for the upcoming Premier League season.”

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Tony Connelly

I cover media, marketing and sponsorship news within the sports industry. This includes breaking news as well as writing feature pieces with insights from experts in the sports marketing world.

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