UP445 'We invented the kit launch genre. It's like Christmas for football'

In a sports industry obsessed with data and measurement, brand is the great intangible asset, the bit of the balance sheet that remains largely opaque, which is why it’s so important. But mention brand in the vicinity of fans or the football media and there's a row. It’s no surprise that the kit launch genre has evolved during this period, growing in importance and sophistication (and cost). Homeground is one of the hottest creative agencies working in sport today. The Londo...