To celebrate a special festive football season, we launched the first ‘unofficial England-ish football supporter’s jumper’ with Lucozade Sport – a knowingly playful mashup of the famously naff Christmas jumper, blended with Lucozade’s love for iconic fan-favourite football shirts of the 1990s.

Based on the insight that the next generation of England football fans would be spending time enjoying football in chilly beer gardens to celebrate the first winter World Cup, Lucozade Sport set out to equip festive fans with the most enviable, unofficial England-ish football merchandise.

Shot by Kaj Jeffries, the campaign starred up-and-coming rapper Niko B, and model and activist Deba Hekmat. It’s appeared in fly posters around London, as editorial in streetwear and football publications, and across social channels.