For the 2025 NFL International Series, we helped Starter produce a multi-layered brand moment across London through a blend of sport, culture, and music, anchored around the Jets vs. Broncos matchup. Our team managed product integration at the official Jets Tailgate and Pub events, driving sell-through and engagement among traveling fans and the local NFL community.

Beyond the stadium, we activated with Starter’s Soho pop-up at The Lobby, transforming the space into an immersive environment that celebrated Starter’s heritage and debuted the Starter x NFL x Giggs collaboration.

As the official halftime performer, we provided Giggs with custom Starter jackets, and his dancers and security were outfitted in the jackets for a performance broadcast nationally across the U.K. and amplified by the NFL’s main social channels, reaching millions.

We capped the weekend with an invite-only launch event at The Lobby, hosting over 300 guests including top U.K. influencers, creatives, and media, turning London into a living showcase of Starter’s global vision.