MGZSPORTS

Position MGZ Sports in a competitive sports market as more than a boot shop: the brand had to mirror the player's identity, build a vibrant community and affirm a passion for football, “from dirt pitches to natural grass”.

We built a voice that treats the brand as a reflection of every footballer: it celebrates love for the game and the drive for performance, with quality and style that never trade away comfort.

The boot, the three levels and the flag

To tie the identity to the essence of football, we stylised a boot's studs, carrying the speed and the grip that drive a player on. The three elements, each a different length, speak of the game's levels — professional, amateur and the dirt-pitch kickabout — and the sway of the fans' giant flags completes the idea.

In the details, we used ink traps — a type technique born for print — and set rounded corners against sharp ones to push the sense of aerodynamics. A fan's brand first, with a seller's drive and a player's soul.

Speed, shaped into a brand

A symbol of studs breaking into a sprint and a firm, slanted wordmark, with its own icons — goal, pitch, ball and crest — in outline and fill.

A blue with energy

A strong, vivid royal blue that brings energy even as a cool colour, and a beige to contrast and warm the identity. Supporting tones run from night blue to sky.

From dirt pitches to natural grass

Street campaign, shipping box, shirts, totes, bags and social media: every piece made to build community and carry the love of football into everyday life.