๐๐ก๐ข๐ฌ ๐ค๐ข๐ญ ๐ง๐๐ฏ๐๐ซ ๐ฌ๐ฅ๐๐๐ฉ๐ฌ.
Last night, Birmingham City's third kit went live. Fittingly, after dark. And, their club app was transformed to own the moment and to own the night.
It's the finale of the club's campaign: ๐๐ต ๐๐ข๐ฏ ๐๐ฏ๐ญ๐บ ๐๐ฆ ๐๐ข๐ฅ๐ฆ ๐๐ฆ๐ณ๐ฆ.
The home kit told the city's story through art.
The away kit told the city's story through music.
This third kit told the city's story through the feeling and atmosphere of the city at night: its rooms, its sound, the people who keep Birmingham moving when the rest of the city has gone home.
Bold pink. Deep navy.
Vivid-pink Birmingham sunsets seeping into midnight-blue night skies.
๐ A countdown clock sat right on the home screen, ticking toward kit launch.
๐ When the clock hit zero, the kit went live. In the Club Shop at St. Andrew's @ Knighthead Park, first, that night, the only place you could get the kit at the exact launch moment.
๐ A Closer Look gallery let fans get right up to every detail of the design.
๐ News fed straight in, and Follow the Blues kept fans connected across every channel.
The kit went on sale the only way it could: at night, for one evening exclusive to the room. Wanted it first? You had to be there, at the Club Shop after dark. And for everyone else, the app carried the whole reveal: the countdown, the drop, the moment.
This was no ordinary kit launch.
Launched at night.
First sold at night.
Digital takeover at night.
Evoking the city at night.
It could only be made here.
๐ ๐ช๐ด๐ฃ๐ฎ๐ฒ. Charles Knight, Ben Johnson, Grant Brokenshire, thank you for the continued collaboration and for enthusiastically proposing big ideas for big moments. These digital takeovers are important for story-telling and amplifying the moment for fans, especially with these three big kit-launch stories that so movingly speak to Birmingham. We love that you never sit still and that you never stop innovating. Thank you for our partnership, and the work that we get to do with you every day. You are such a joy to work with.
๐ฌ ๐ข๐ฑ๐ค๐ฃ๐จ๐ณ๐ฒ. Aislinn Keenan for the build. Ana Baskinger for the ๐๐ฉ๐ช๐ฑ ๐๐ข๐ฑ๐ฑ๐ฆ๐ฏ๐ด graphic.