TOGETHXR x London City Lionesses
Role: Art Direction + Graphic Design
Type: Brand Partnership, Campaign, Consumer Products, Social, Stadium
Partners: TOGETHXR × London City Lionesses
Season: 2025/26 Barclays Women’s Super League
TOGETHXR partnered with London City Lionesses to bring Everyone Watches Women’s Sports™ to the Barclays Women’s Super League, marking the first time a women-athlete-led company appeared on the front of kit for a women’s professional sports team.
The partnership brought together two independently built organizations with a shared ambition: challenge the conventions of their respective industries while increasing the visibility, fandom, and investment surrounding women’s sports.
For TOGETHXR, the opportunity was bigger than logo placement. We wanted to turn the kit itself into a statement.
THE CONCEPT
Rather than placing a traditional TOGETHXR logo on the front of the shirt, we led with the message that had become synonymous with the brand: EVERYONE WATCHES WOMEN’S SPORTS™
The statement turned the front of the London City kit into media of its own, putting the message on the pitch every time the team played.
It was a natural evolution of the EWWS platform, going from something fans and athletes wore in the stands to something professionals competed in at the top of English football. London City debuted the kit against Arsenal to open its 2025/26 Barclays Women’s Super League campaign.
EWWS KIT RENDERINGS:
CAMPAIGN PHOTOSHOOT:
“Streets of London — Urban Lifestyle”
For the campaign photography, we developed Streets of London, a concept at the intersection of urban lifestyle and women’s football culture. Instead of a studio or only the pitch, we took the players into the city.
The tone was empowering, stylish, and energetic, pairing polished kit styling with candid movement. From pubs and cafés to Brick Lane, Underground stations, double-decker buses, and iconic landmarks, each location gave the campaign a sense of place and reinforced the club’s connection to its city.
London wasn’t just the backdrop. It became part of the campaign identity. The contrast was intentional, pairing premium product photography with the grit and authenticity of football culture and creating a flexible library for campaign, social, product, and promotional use.
HOME & AWAY
The Home and Away kit launch introduced the partnership and the Everyone Watches Women's Sports™ front-of-kit for the first time.
The creative put the players and new kits at the center, introducing the partnership across photography, video, social, consumer products, and the stadium.
We wanted the launch to feel bigger than a sponsorship announcement. It was two brands with a shared point of view about where women's football was headed.
THIRD KIT — EVERYONE WATCHES LONDON CITY
For the limited-edition Third Kit, we took the partnership one step further.
EVERYONE WATCHES WOMEN’S SPORTS™
became
EVERYONE WATCHES LONDON CITY.
Created alongside London City and Nike, the Third Kit adapted the larger EWWS platform specifically for the club and its supporters.
With a bold abstract design and holographic club badge, Everyone Watches London City embraced the team’s daring, playful personality and showed how far the EWWS platform could flex. A global statement about women’s sports became a declaration of London City fandom.
SOCIAL CAMPAIGN
On social, a suite of assets introduced the partnership, showcased the kits, and built recognition for both Everyone Watches Women’s Sports™ and Everyone Watches London City.
Photography, video, player imagery, product graphics, and matchday storytelling let the identity evolve through the season while staying connected to the larger platform.
IN STADIUM
The partnership also extended into London City’s physical matchday environment through stadium signage and branding.
That brought the campaign full circle, from the streets of London to social feeds, consumer products, and the pitch itself.
ART DIRECTION
I helped lead TOGETHXR’s art direction for the London City Lionesses partnership, turning Everyone Watches Women’s Sports™ from a global brand platform into a campaign that felt distinctly London City. My role spanned the creative concept and art direction for the Home, Away, and Third Kit shoots, plus social, video, promotional assets, and stadium applications.
The goal was for the partnership to feel authentic to both brands, not like TOGETHXR had simply been placed on a kit, while carrying the message to a more global stage.