Jewellery Quarter-based S&X has been appointed by Canterbury to help launch the new England rugby kit.
The agreement between S&X and Canterbury will see the agency handle all PR specifically related to the Canterbury and RFU deal, including events and activity to mark the launch of the new England home kit in September, as well as the roll-out of the full Canterbury and RFU range ahead of the team’s series of autumn internationals and RBS 6 Nations campaign.
Among the new products set to be released are the England home and alternate kits, as well as new first and second choice strips for the English Rugby Sevens squads. In addition to the playing kit, Canterbury has also produced a comprehensive range of training and lifestyle clothing and accessories, including England specific designs of the brand’s popular ‘Uglies’ range.
Paul Phedon, managing director of S&X, said: “S&X has a proud track record of delivering world class campaigns for sports and lifestyle brands, and we are delighted to add Canterbury to our portfolio, particularly for a project as prestigious as the launch of a new national team kit.
“This appointment closely follows major campaign successes for existing sporting clients including Speedo and New Balance, and we are determined to deliver a similarly successful campaign for Canterbury in the coming months,” he said.
Chris Stephenson, chief executive officer of Canterbury, added: “The new deal with the RFU marks a huge opportunity for Canterbury, and we are pleased to have appointed S&X to help us activate our sponsorship of the RFU, including the launch of the new England kits and collections.
“We look forward to working closely with them in the delivery of this project.”