Raising the profile of an amazing charity through football apparel design and the power of EA Sports’ FIFA 21

  • Mark Bennett
  • Rachel Phillips

HeyBigMan! have designed another banging football jersey! This time, we’ve collaborated with Alive and Kicking, a football-for-good charity doing incredible things within communities across Africa, and who are the world’s only non-profit football product manufacturer. This is the official shirt for the organisation’s ‘fictitious’ football team, AKFC. AKFC was created as a vehicle for elevating Alive and Kicking in innovative ways, the latest being via a partnership with EA Sports and their globally adored gaming phenomenon that is FIFA 21. Gamers can unlock the shirt within FIFA by taking on the Africa 11 Challenge in the Squad Builder Challenge mode, and creating a squad made up of the best players from the African continent. But this isn’t just a digital football jersey. Designed by HeyBigMan! and manufactured by legendary Danish sportswear brand, Hummel, a limited run of 300 shirts have been produced. Lovers of football apparel can get their hands on one from the Alive and Kicking website, with all proceeds going directly to the charity. The campaign was the brainchild of Lemonade Creative and creative team Alex Wood and Dani Brown. HBM! was brought in to support and deliver not just the kit design but much of the wider campaign creative including a promo video and a new website for the charity. We also delivered all of the in-game stadium graphics for the Africa 11 Challenge mode in FIFA. Who are Alive and Kicking? Alive and Kicking are the world’s only not for profit football manufacturer. They help communities across Africa, creating ethical jobs, delivering vital health education and breaking down barriers to playing the beautiful game. MAKE. They make footballs, creating hundreds of ethical jobs for adults facing economic and social disadvantage. To date, the charity’s activities have contributed £5.16 million to local economies and helped create 1,088 jobs PLAY. A&K give young people access to sport and play by donating thousands of AK balls around the world every year. 181,630 balls donated worldwide reaching over 8 million young people. LIVE. They enable young people to live healthy lives by using income from sales to deliver vital health education through sport. 1,310 health coaches trained reaching 93,886 young people. HeyBigMan! The football for good agency The AKFC kit is the latest in an ever growing lineup of football-for-good projects delivered by HeyBigMan!, following on from our work in 2018 with Hackney Wick FC and Nike, co-creating the club’s now iconic home and away jerseys with youngsters from the Hackney area. And more recently the award winning Grassroots for Good visual identity and campaign creative. Visit Alive and Kicking's website to find out more this campaign, and how to support them and the brilliant work they're doing to improve communities across Africa and beyond. Photography courtesy of Rob Low.