Egg and Bacon runs through the heart of London Spirit
London Spirit has launched its new kit design by Nike, alongside partner KitKing, featuring a new ‘Egg and Bacon’ thread running through the heart of the London Spirit monogram. This is the franchise’s first kit reveal since the new ownership structure in The Hundred saw Marylebone Cricket Club (MCC) and a consortium of US-based tech investors, the Tech Titans, take control of London Spirit.
Not only does the thread nod to the involvement of MCC and the Club’s deep history in the game, but it also demonstrates the unity between heritage and modernity, a crucial part of the franchise’s new brand identity. This unity was a fundamental part of the initial design brief and embodies the dichotomy of an ownership structure shared by a 238-year-old cricket club and investors at the forefront of the world’s most advanced technology.
The new design keeps London Spirit’s recognisable dark blue, its established colour, in a diagonal pattern – reminiscent of the famous ties worn by MCC Members – and includes the famous Nike Swoosh, as the global sports brand makes its first foray into franchise cricket.
In a bold revision of the Swoosh on the training kit, the icon will be bordered in egg and bacon. It will also feature iconography of Lord’s Cricket Ground, the home of London Spirit, including the outline of the Barclays Media Centre and a silhouette of Father Time, the weathervane that sits atop the Tavern Stand and is celebrating its 100th anniversary this year. The seamless intertwinement of the design further illustrates the blend of old and new at London Spirit.
The new kit design will remain in place for two seasons of The Hundred. There are options across all sizes for both men and women, with a standard women-specific cut for female players and supporters.
The kit launch campaign has been titled ‘Deep From Within’, getting to the heart of what it means to be a London Spirit supporter. Produced by Weirdo, a London-based creative agency that has previously worked with Arsenal FC, the campaign includes a 60-second video which features several London Spirit players and supporters.
All-rounder James Coles, 22, who was signed for a record £390,000 during The Hundred Auction in March, was photographed with his father, Jon, an MCC Member who has played over 100 matches for the Club. In an illustration of the broad demographics London Spirit can appeal to, the video also contains a four-generational family, with MCC Member Edmund Ivens, 87, sitting with his son-in-law, grandson, granddaughter and great-granddaughter, baby Otillie who was six months old during the filming.
Cricket District stars Toby Marriott and Jack Meacher – Content Partners of London Spirit – also appear in a cameo outside the iconic London Green Cab shelters, a Victorian institution in the city that still operates outside St John’s Wood Church Gardens today.
A full range of London Spirit merchandise, including playing replicas, can be purchased online at store.londonspirit.com.
Julian Metherell, Chair of London Spirit, said: “I am delighted that we can finally reveal our London Spirit playing and training kit. It has been very exciting to see the design process and I am confident that London Spirit supporters will be pleased with the outcome. The blending of tradition and modernity, with the MCC thread underpinning a stylish design, is central to everything we are trying to do with London Spirit. It has been great to have Nike and KitKing on board throughout this process.”
Dips Patel, CEO of KitKing, said: “As a born and bred North Londoner alongside, lifelong cricket fan, this partnership with London Spirit, Nike and KitKing is a particularly special one for me. I first visited Lords as a child and was in awe. I fell in love with the history and uniqueness of the place. Responding to the brief from London Spirit and MCC , the challenge was to “respect the past whilst looking forward to the future”, it was clear that this kit design has the potential to be an iconic new look for generations to come. The new design nods to the history of Lords and respecting the traditions of the MCC, while looking firmly forward to this new era of cricket. I am proud that the London Spirit and Nike has trusted KitKing in such a pivotal role during this process. We hope that athletes, members and supporters appreciate this iconic new look of London Spirit.