Super leagues, oil money, and sky-high transfer fees have turned football into an expensive entertainment format. Fans? They’re over it. We saw a gap.

This wasn’t just another campaign. It was a rebrand. We took Mitre back to football's roots —back gardens, terraces, underdogs, and rivalries. Real Football by and for Real Football People.

Mitre didn’t just sell football—it became the heartbeat of the game. An antidote to the elitism, we gave fans something they could believe in.