The Glades x Bromley FC: Behind the scenes
This autumn, we partnered with our long-time client, The Glades Shopping Centre, to bring together the world of fashion and football in a truly unique campaign.
In collaboration with Bromley Football Club, we transformed their players into models, showcasing this season’s hottest looks from retailers across the centre. Shot on their home turf, the players traded jerseys for jackets, giving a fresh spin on both sport and style.
At Blackline Creative we are always looking for ways to create unique, unexpected and impactful campaigns. So when Katy, marketing manager at The Glades, suggested a collaborative autumn campaign with Bromley FC, we knew it was the perfect opportunity to bring fashion and community spirit together in a way that would truly stand out.
"I think we captured a real sense of authenticity, the players backgrounds, experiences and relationships with each other meant we could create something exciting and dynamic/original that I feel we are all proud of. "
- Hannah, Graphic Designer & Art Director
On home turf
We shot on location at the football ground, which gave the whole campaign an authentic feel. The players were comfortable in their surroundings, and it made for some really dynamic shots. From the pitch to the stands, each setting added its own unique energy to the campaign.
The footballers were a bit hesitant at first, but once the camera started rolling, they embraced the challenge. It was great to see them step into this new role and show a different side of themselves. Their personalities really shone through, giving the campaign an authentic, down-to-earth feel.
The importance of styling
Styling played a huge role in bringing this campaign to life. We worked closely with each retailer to pick looks that didn’t just reflect the season’s trends but also felt right for each player. It was all about balancing sporty and stylish elements in a way that felt genuine. A massive shoutout to the amazing Holly Chapman for perfectly capturing our vision—she nailed every detail, and the outfits couldn’t have fit the players better.
And, of course, the magic wouldn’t have been complete without the expertise of Lydia Ward-Smith, our brilliant hair and makeup artist. With many of the players modeling for the first time, her touch was key to helping them feel relaxed and confident in front of the camera. Her subtle, skillful work highlighted their natural features, bringing out each player’s unique personality and adding that final spark that made everything come together.
How did you feel about your look for the shoot?
"I loved it! The stylist nailed it – it’s exactly my style. I felt like myself the whole time, which made the shoot even more fun. I was really happy with how everything came together.” - Deji, Football Player, Bromley FC.
A team effort
Working with the team at Bromley Football Club was a fantastic experience—they made the entire day go so smoothly. From the moment we arrived, they had everything ready for us, providing a dedicated space to set up our kit, do hair and makeup, and organize the shoot details. They truly thought of everything, even down to the hot coffee that kept us going throughout the day. The club’s support and hospitality made us feel right at home, and their team was on hand for anything we needed, helping create an easygoing, productive atmosphere. It was a pleasure to work in such a welcoming environment, and we couldn’t have asked for a better team to collaborate with.
And of course, we also want to give a big thanks to the Blackline team. Bromley FC’s feedback has been fantastic, and that’s because every member of the team went above and beyond to make the day a success. The way everyone handled their roles, stayed organized, and supported each other brought a real sense of camaraderie that the players and crew all felt. Thanks to the Blackline team’s hard work and enthusiasm, the entire shoot was a great experience from start to finish.
Pushing boundaries
As we continue to push boundaries in our campaigns, this project stands out as a prime example of how local partnerships can bring retail marketing to new heights. By weaving in elements from the local culture and community, we didn’t just create a stylish campaign; we crafted a story deeply rooted in the identity of Bromley.
This collaboration between Blackline Creative, The Glades, and Bromley FC brought fashion and sport together in a way that felt fresh, impactful, and meaningful. Looking ahead, we’re excited to explore even more partnerships that blend creativity with community, allowing us to break new ground in ways that feel authentic and lasting.
If you’re a small business looking to bring your brand to life with creative shoots, impactful social media, or tailored marketing strategies, we’re here to help. Explore our marketing subscription options to see how we can make your vision stand out—no matter your size! – Click here: Marketing Subscriptions.
As we round our this article, enjoy a few more lovely comments from the team:
