'47 has been helping fans express their fandom for the last 75 years. It all started in 1947 with two Italian brothers. Henry and Arthur D'Angelo emigrated to Boston, USA, knowing just one phrase, "two cents", the price of the papers they began to sell outside Fenway Park, the home of the Red Sox™️. They quickly grasped English and baseball and started selling Red Sox™️ memorabilia.

Fenway Park became their territory; the MLB, NFL, NHL, NBA, and MILB were next up. All conquered, '47 is now an official apparel licensee across most major North American sports leagues. And next up is Europe.

For most diehard fans, celebrating their authentic passion, loyalty and heritage with their team is part of their identity. But for the UK lifestyle consumer, real personalities, styles, and locations that resonate with them are a key priority.

Following in-depth insights into the UK lifestyle consumer, we decided that to connect with those who wear American sports apparel, we must create campaign imagery that felt honest, authentic and always championed the product.

Shooting in natural environments, places of interest with personality, and a story to tell was a priority. From supermarkets and laundromats to backstreets and recording studios, we captured real people in relatable spaces, all styled in real '47 brand fits.

We captured 47's SS22 collection on the ground in Manchester, with still and motion content that resonated with the UK lifestyle audience launched across social and ecom.