The Locker Room

The World Cup gave The Locker Room an opportunity to turn its sporting identity into a campaign. The challenge was to capture the energy of football while keeping a clear connection to the original brand.

We reshaped the running-track lines from The Locker Room logo into a World Cup trophy. Its simple structure created a recognisable graphic that could stand alone, frame the players or become a pattern across the campaign.

Black, white and yellow brought the campaign together. Football action photography and the repeated trophy lines gave the work a sense of movement, with “Be World Class” carrying the idea across posters, digital assets and motion.

The same graphic language carried through to point-of-sale materials, including shoe boxes, gift tags and posters. Each application used the trophy, typography and colour palette to keep the campaign connected across different formats and materials.