Here at we’re blessed to be asked to work with huge brands on exciting projects on a fairly regular basis. But one that we worked on with EE this Summer just hit a little bit different.

Social media at it’s best can be a great space for sharing ideas, connecting with people around the world and for keeping up to date on the things and people we care about. But as we all know, there’s a dark side too.

Online abuse of all forms has been a much talked about topic in recent years, but it seems that the powers that be are still struggling to get a handle on it. It’s a massive problem in the sporting arena, particularly sexist abuse aimed at our female sports stars.

Enter, Hope United, a campaign against online hate. It has been created by EE, with the help of Saatchi & Saatchi, and features an array of household names from the world of football and beyond. And most crucially for us at, it features a very unique shirt. 

Lionesses such as Lucy Bronze, Lauren James, Ellen White have teamed up with their counterparts from the Scottish, Welsh and Northern Irish national teams in the fight against online hate. The men’s teams have also joined the campaign, with the likes of Jordan Henderson, Andy Robertson and Gareth Southgate all stepping up to make a change.

So where did we come in? We provided our expertise in order to help produce one of the most unique kit designs we’ve ever seen. 

The level of detail put into these shirts is scary. Each of the 30 Hope United players have a unique design, relating to the data from the abuse they’ve received online. The incredibly talented team at The Mill creative agency developed an algorithm which meshed positive and negative content relating to the specific players and outputted the design.

We’ve seen some amazing things in our 17 years in the kit game, but this really blew us away ⬇️

Grab your own Hope United Shirt and help fight online hate!

The shirts are available to purchase now, with 100% of the profits going to The Cybersmile Foundation. A charity committed to digital wellbeing and tackling all forms of bullying and abuse online. 

Shop Hope United

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