Gallagher PREM: Superboots
The Brief
Following the rebrand from Premiership Rugby to Gallagher PREM, the league required a standout launch moment for the 2025/26 season. The challenge was to retain existing rugby fans while actively attracting a new generation of sports audiences. PREM's objective was to showcase the sheer intensity and excitement of the competition, elevate its players to star status, and deliver a culturally relevant campaign that resonated far beyond traditional rugby circles.
Campaign Execution
We created 'Superboots', a culture-led campaign inspired by the dynamic crossover between sport, fashion, and creator culture. Teaming up with renowned boot artist Jordan Dawson, we designed bespoke boots for five of the league’s biggest stars, including Marcus Smith, Henry Pollock, and Louis Rees-Zammit. Each pair of boots was intricately personalised to reflect the individual player's story, motivations, and unique personality.
Compelling content was captured throughout the entire process, documenting everything from the initial design phase and boot reveals to the players' raw reactions. This narrative was rolled out strategically across social media, supported by collaborative amplification from the clubs, the players, and TNT Sports to maximise overall reach and engagement.
Results
The campaign successfully merged rugby with broader cultural trends, generating over 3 million video views, 1.8 million total social reach, and nearly 487,000 earned reach. The content delivered a strong 1.54% engagement rate, proving deep audience interaction across platforms. Individual player stories performed exceptionally well, with Marcus Smith's content drawing over 871,000 views and Henry Pollock's surpassing 733,000 views.
To conclude the activation, we launched a paid hero edit consolidating the best footage, which reached over 425,000 people, generated 1.25 million impressions, drove 46,708 clicks, and delivered 24,542 landing page views. In addition to standout social performance, the campaign secured six pieces of earned media coverage and saw significant broadcast and social amplification through TNT Sports, extending PREM Rugby's visibility well beyond its owned platforms.