This summer we’ve teamed up with the English Cricket Board and cricket team, London Spirit. The collaboration is on their pre-match kit & celebrates The Hundred 2023 Cricket competition, which runs between 1st – 27th August 2023. London Spirit will be donning the kit pre-match, which includes some of the TfL brands’ most iconic assets.
The collection, created by New Balance, is influenced by the tiles at St John’s Wood Underground station and also features the Tube map. The design is featured on their pre-match jersey, zipped top and other apparel. The products are available to purchase online or at Lord’s Cricket Ground.
To celebrate this new partnership we asked London Spirit’s commercial team, some questions about what it was like to create this collection.
Interview with London Spirit
🗣 So, tell us a bit about the history of London Spirit and the Hundred?
The Hundred is an action-packed 100-ball cricket competition that will put you on the edge of your seat! The tournament features world-class players that have been drafted to eight-city-based teams, who compete over August. Each team has a men’s and women’s squad with the two competitions running alongside each other.
One of those teams competing in the tournament is London Spirit, based at Lord’s Cricket Ground.
🗣 Why was it important for London Spirit to work alongside TfL on the pre-match kit?
We felt the two brands aligned so well – capturing what it means to be a Londoner and belong to the city. London Spirit, and The Hundred as a competition, welcomes everyone to cricket and we felt that TfL’s values worked so well with this.
🗣 What is it you are most proud to have achieved with this collaboration?
I think we blended the two brands perfectively and achieved seamless designs that represent both. I love the design of the short-sleeved pre-match t-shirt with the Tube map and London Spirit icons running through it.
🗣 TfL has so many interesting brand assets, which is your favourite?
I mentioned it above, but it has to be the Tube map – it’s so synonymous with London as a whole, instantly recognisable in so many forms. It was the asset we immediately went to when starting to design the collaboration.
🗣 The campaign features some of our wonderful TfL staff, why did you feel it was important to include them and tell their stories?
The TfL staff are what make London tick. As I mentioned before, The Hundred is for everyone. We wanted to feature TfL staff in the campaign and get them front and centre. We felt that was a fitting reflection of the collaboration.
🗣 Where can people watch a London Spirit cricket game and how can they buy tickets?
London Spirit play their home games at Lord’s Cricket Ground. But they also travel the country playing other teams from The Hundred at their home grounds. All fixtures and tickets are available to see on The Hundred website and through The Hundred app.
🗣 What was your favourite part of collaborating with TfL?
Working with the team at TfL and New Balance to make this happen was fantastic. As with any project, watching the product come to life through a marketing campaign is always fantastic. All teams did a brilliant job in making this happen.
Our very own Brand Licensing Manager, Ellen Sankey also had a few words to say about what it was like creating this collection.
“We’re delighted to have worked on this collaboration with London Spirit, to celebrate the Hundred tournament. The Tube network has helped people travel to cricket matches at Oval and Lords for more than 100 years. What better way to celebrate 90 years of the Tube map than to see it on this pre-match kit!
Collaborations like this show just how important TfL and our designs are to Londoners and visitors alike. We’re so happy to see some of our staff featured in the campaign.”
The collection includes the pre-match tee and a zipped top alongside a range of TfL-inspired London Spirit apparel and gifting collection. The items are available to purchase online.
London Spirit x TfL collection
Check the collection and shop online.
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