Tottenham Hotspur x Minnesota Vikings

A self-initiated project that I presented as a way to further engage our visiting teams in anticipation of the 2024 NFL London Games taking place at Tottenham Hotspur Stadium. I proposed an activation with one of the home teams involving gifting a custom shirt to a player to be worn pre-game. After a thorough process, we selected Nike athlete Byron Murphy Jr. of the Minnesota Vikings for the collaboration. 

With a keen interest in fashion, Byron was the perfect recipient for the top. His pre-game fits are regularly expressive and experimental and he also has his own clothing brand, 7 Hearts, which he uses as his own creative outlet. 

Understanding Byron’s story, his faith and his role as a father gave plenty of inspiration for the design. Bringing those cues together with aspirational messaging relating to the London games and the Tottenham Hotspur values ‘Dream, Dare, Do’, informed the design that gave the top and the activation such unique character. 

Byron was delighted to receive the gift and loved the personal touches, including his son’s name on the inside collar. It was initially proposed that he would wear it as a warm-up kit, but he ended up wearing it on his stadium arrival as well, which was great to see. The resulting social content performed well and was covered collaboratively across NFL, Vikings and Spurs accounts, as well as Byron’s personal Instagram.