Lucozade and Fashion House Sports Banger Launch Bespoke Clothing Line at London Fashion Week

Photographer credit: Ollie Grove / Courtesy of Sports Banger

adam&eveDDB and bootleg fashion house Sports Banger have collaborated to launch ‘NRG’ – a bespoke fashion range of T-shirts and tracksuits, which will be previewed at Sports Banger’s fashion show during London Fashion Week (February 18th-22nd), all featuring Lucozade branding. Fifty limited edition items will be available to buy from the Sports Banger website.

Sports Banger’s iconic T-shirts and design work has earned the brand a cult following. Its most infamous designs include the ‘NHS Nike’ in 2015, created in support of junior doctors. And in 2019, it staged two fashion shows away from the official London Fashion Week schedule.

Lucozade will collaborate with Sports Banger on the new range and sponsor a section of the Sports Banger Fashion show.

adam&eveDDB worked closely with Sports Banger to create social assets around the event, including content showcasing key moments in the build-up to, and during the show, followed by a chat with Jonny Banger afterwards.

Jonny Banger said: “Lucozade is an authentic, iconic brand at the heart of British culture. With its shared desire to give back to the community, this is a collaboration I’ve always wanted to make happen. I’m looking forward to future creative, collaborative projects together.”

Matt Riches, head of partnerships at Lucozade, said: “This was a fantastic opportunity to bring Jonny’s vision and creativity to our brand. We are proud of the place Lucozade holds in culture today and this collaboration was a really exciting way to introduce our brand to a new audience. Partnerships like this help us unlock the potential in people, culture and communities now and in the future."

Andy McAnaney and Christian Sewell, creative directors at adam&eveDDB, said: “Sports Banger is an iconic British brand. Everything they do, whether that’s fashion, music or art spreads positive energy. So this collaboration with Lucozade is a perfect partnership. As long-time fans of Sports Banger, Jonny and his crew, and the positive impact they’ve had on society, it was great to be able to support Sports Banger’s latest project.”