Roland DG challenged Fight or Flight to create a B2B PR campaign to promote the company’s garment printer, the Texart XT-640 to textile and fashion businesses. After the success of our multi award winning Dress Release campaign to promote the printer’s launch six months earlier, we knew we needed to create something special.

We wanted to use a key moment in the British calendar to show exactly what the Texart XT-64 can do, and what better way than the start of the highly anticipated 22/23 football season, when new season kit releases are the talk of the town.

Partnering with concept kit designer Andy Slater, AKA Xztals, we created the nation’s first ever football shirt to feature the full spectrum of colours of the top 92 clubs in England and Wales. Using a combination of over 100 unique shades from each team, the one-of-a-kind football shirt perfectly showcased the colour precision and accuracy of Roland DG’s latest textile printer.

But we didn’t just want to tell the media about the first ever 92 Club shirt, we wanted to show them, so we:

– Partnered with popular concept kit designer Xztals to design the Club 92 football t-shirt and share with his engaged audience of over 50,000 social media followers

– Printed a limited edition run of the one-of-a-kind shirt, partnering with a Roland DG UK customer who specialises in printing sport apparel

– Created bespoke media mailers and sent to UK print media in time for the first game of the season including a t-shirt of their very own – personalised with their names on the back – accompanied by the perfect mix of snacks and goodies to enjoy during the match