The Commonwealth Games are now well underway and Team England are turning out proudly in a brand new kit designed by Kukri Sports and launched during a fashion show at Manchester[s Trafford Centre in May.
The kit draws inspiration from the host city, Birmingham, using patterns and fonts derived from its buildings and environment. Over the past few months, Manchester video agency, Doodledo, has been documenting the process from design to games, and has now released a short film.
Karl Middleton, marketing manager at Kukri, said: “The process of designing and supplying kits for such a diverse set of sports and for such a prestigious global tournament is intricate, and showcases what we do for clients day in day out. Doodledo were an agency we’d used before and were so impressed with the results that we commissioned them to work on this high profile ‘mini-documentary’. We needed the right partner to deliver it, and their creativity matched our ambitions.”
James Torry, founder of Castlefield-based Doodledo, added: “Long-form content is becoming more popular, and more strategic for brands to use as part of their marketing strategies. And this story is a gift for an agency like ours to tell. It extends our relationship with one of the world’s biggest sports brands, and it’s utilised a lot of the specialisms we have in-house.”
