To mark London Lions’ return to EuroCup competition for the 2025/26 season and the start of their partnership with adidas, FALSE 9 were commissioned to develop a dedicated EuroCup identity and produce the kit launch campaign.
The campaign framed the Lions’ return as a moment of resurgence following administration in 2024 - signalling a re-entry to elite European competition.
Underpinning the work was a refined evolution of the club’s long-standing Blackletter typographic language, reinterpreted to anchor the EuroCup kit and wider identity system.
Delivered across kit design, campaign imagery, matchday graphics and digital assets, the project established a cohesive European expression for a new chapter in the club’s history.
@willcorneliusphotography@hamishajs@thekingofkensington@conorchalkdp@lawrence_atkin_photo@nanakinq
#londonlions
#adidas
#false9
In July, during Arsenal’s summer tour of Asia, we produced a campaign for club partner Chivas Regal to honour the fans powering the club from afar. With the first-ever North London Derby outside of North London taking place in Hong Kong, we brought together players and talent from across the region to mark the moment.
Shot in a custom-built set at the W Hotel Singapore, the campaign features Arsenal players Kai Havertz, Leandro Trossard, and Kepa Arrizabalaga alongside talent from China, Hong Kong, Indonesia and Thailand - with the Derby Day Highball as the hero serve at the heart of it all.
#ChivasRegal
#Arsenal
#FALSE9
Director’s Cut from Pies & Punchlines - a series created for @chivasregal x @arsenal , celebrating the launch of the Gold Standard Pie. Hosted by Mo Gilligan. Starring Mikel Merino, Kai Havertz, Leandro Trossard, Katie McCabe and Beth Mead. 🥧🥃 Made for the fans. #PiesAndPunchlines
Football. Family. And a bottle worth shouting about.
FALSE 9 led creative + production on the launch campaign for Jameson’s limited edition collaboration with PUMA - a tribute to football’s generational spirit and the fans that keep it alive.
#JamesonXPUMA
@madeleine.penfold@conorchalkdp@xtigas@thekingofkensington@daiisyymcd@murdohepburn
Shay Given, a living room stuck in time, and a stream of surprise guests...
FALSE 9 led creative + production for Jameson x PUMA’s generational ode to football fandom.
#JamesonXPUMA
Welcome to a new world of @PUMARunning .
A key chapter in our work to define @PUMARunning ’s entire creative direction for 2024 was to showcase the incredible innovation, impact, and benefit behind all of its key shoe franchises.
We worked alongside @Inertia_Studio to bring to life the speed and design story of each hero shoe.
Enjoy a series of selected stills, images, sketches and R&D for the world of the Deviate Elite 3.
FALSE 9 were commissioned by London Lions to help launch their landmark collaboration with renowned fashion label Beautiful Struggles.
The campaign immortalises the Lions' current rosters and commemorates a record-breaking season for the club as the women's team are positioned as one of the most dominant outfits in UK sport after their 52-game unbeaten domestic streak, whilst the men's team have become the first-ever British men's side to make the playoff rounds of the 7 Days Euro Cup.
#LondonLions #BeautifulStruggles #Basketball #EuroCup #FALSE9
FALSE 9 were commissioned by London Lions to help launch their landmark collaboration with renowned fashion label Beautiful Struggles.
The campaign immortalises the Lions' current rosters and commemorates a record-breaking season for the club as the women's team are positioned as one of the most dominant outfits in UK sport after their 52-game unbeaten domestic streak, whilst the men's team have become the first-ever British men's side to make the playoff rounds of the 7 Days Euro Cup.
#LondonLions #BeautifulStruggles #Basketball #EuroCup #FALSE9
