THE MONSTER KICKABOUT
SPORTS DIRECT X NIKE
Once, there was a three-headed, five-legged monster who loved nothing more than playing ball with kids. But born during lockdown, he found empty streets, deserted pitches, and no one to play with. Patience, odd one—your time will come.
After a year of lockdowns, Sports Direct and Nike launched Monster Kickabout, the nation’s biggest school football event. We created a bold, playful visual identity that merged gaming worlds with real football pitches. The result? Over 3,000 schools joined in, helping more than a million kids get back into the game. Even Eric Cantona rallied to the cause. Score!
Design Direction