Creative Corner: Brompton bikes, women's football stickers and Canterbury's Lions spoof
Summer is well and truly here, and many are off to Worthy Farm. Not me, unfortunately, but I am looking forward to a summer of sport.
Football, tennis, cricket, rugby, tournaments abound, and this week I’ve taken a look at some campaigns celebrating these athletic spectacles. Read on for some bonkers Brompton Bicycle madness, a sticker album that makes a stand for women’s football and a really clever spoof of 28 Days to see in the British and Irish Lions tour Down Under.
Brompton World Championships: Where speed meets style
If you happened across Coal Drops Yard in Kings Cross last weekend, you would have found yourself surrounded by dappy dressers sporting fold-up bikes—500 of them.
Why? Because true to its quirky tradition, the Brompton World Championships 2025 descended upon North London, where lovers of the folding bicycle icon outdid themselves, wowing the crowds in everything from funky shirts to outrageous, eye-popping costumes. Fortunately, Lycra is strictly banned, so the vibrant spectacle remained half-decent.
Attire aside, the racing competition is fierce, as contestants sprint to unfold their bikes - Le Mans style - before pedalling hard on the challenging 900-metre course ahead of a ten-lap final to capture a coveted custom-made BWC bike.
Why have I chosen to include this in the column this week? Because creatively, this spectacle, which is now in its 19th year, perfectly encapsulates the cult-like fandom of this folding classic. By unashamedly embracing the ‘geeks’ who grace its saddles, this is experiential marketing in all its glory.
Every sticker has a story: Topps champions women's football
Despite media lamenting over the insipid men’s Club World Cup, just around the corner is a much bigger (and better) advert for football - the UEFA Women’s Euro Championship. And not before time, Topps has just dropped its first sticker collection for the Women’s European Championship. “Together, we are raising the profile of women’s football in society.” Hear, hear!
In a campaign dubbed ‘Every sticker has a story’, the launch ad follows the career journey of Spanish football star, Alexia Putellas. And according to Topps, the campaign isn't just about collecting; it's about making a statement. The sticker album aims to "champion" women’s football and boost the sport's visibility.
Growing up, collecting stickers of footballing heroes about to grace a major championship was a highlight of any tournament. It’s crazy to think that fans of a major women’s championship have had to wait this long to stick their heroes in a treasured album. This campaign is more than just stickers; it's a major boost for visibility in women’s football.
28 Days Later… Canterbury's hilarious Lions spoof
It’s not just football and tennis that will be in the spotlight this summer, thanks to the British and Irish Lions tour Down Under; rugby is also going to make the headlines. To celebrate, sportswear brand Canterbury, has created a brilliant, tongue-in-cheek take on the iconic opening scene from 2002’s 28 Days Later.
In a piece of content that perfectly parodies Danny Boyle’s famous 2000s horror is already getting tongues wagging in rugby circles, the Dublin set spoof heralds the 12 Leinster players who have been called up for the Lions Tour.
Leinster boast three times as many squad members selected than any other team, and the short film hilariously portrays a Dublin seemingly left "empty" by the exodus of both players and their fervent fans.
Canterbury, who are the official kit supplier of the British & Irish Lions team, has timed the campaign perfectly, just as the long-awaited sequel, 28 Years Later, hits cinemas.
Clever, timely, it's got me smiling. Here’s hoping the players will have a smile on their face after seeing off the Wallabies.
And that is that for this week's Creative Corner!
As ever, if you’re launching something that deserves a spot in Creative Corner, or have seen a campaign you just love, please do share it with us. Email paul.lucas@fanclubpr.com
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