Only the Bold

New Balance Football

Fully integrated global product launch

CFC 18 - 19 Home Kit Launch
Key Art

Celtic FC is a proud football club steeped in history and heritage. But it’s also full of ambition for the future. Our challenge this season was to create a campaign for New Balance Football and Celtic FC that captured both the essence of what the club was founded on as well as the ambition that drives it forward.


Glasgow is a city united by a clear love of football but divided by the two teams’ associations with deeply held beliefs. Being a Celtic fan represents more than just supporting a football club. It means representing it and everything it stands for. Boldly demonstrating unwavering loyalty, a commitment that’s not for everyone.


Known as the “Bold Bhoys”, Celtic are fearless in the way they play. Regardless of opposition, every game is about giving their all. To play for Celtic is, and always has been, an honour bestowed on very few. To launch the campaign we created a kit reveal film that captured the promise that every player makes to always give everything because they know that every moment in the shirt means the world to so many. The film was the centrepiece of a special invitation-only launch event for media and fans at St Lukes in Glasgow that featured appearances from the players as well as music from world famous DJ (and avid Celtic fan) Jackmaster. Additional social content was also published that showed the players in and around Celtic Park shot an authentic and relatable way that would resonate with the club’s fan base.


Full results to follow.