Taking the club beyond match day.

Together with Larkshead Licensing, we partnered with Harlequins Rugby Club to develop a consumer product strategy and creative direction designed to strengthen both its e-commerce offering and on-site fan retail experience.

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Drawing on audience insights and the club’s distinctive visual heritage, we developed product concepts across apparel, accessories, collectibles and lifestyle merchandise, translating the Harlequins identity into products with strong fan appeal.

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Alongside the product development, we helped shape the wider retail vision, from product architecture and seasonal collections through to visual language and fan touchpoints, creating a more cohesive experience across both digital and physical retail.

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Consumer product strategy · Product development · Creative direction · Licensing · Retail strategy · E-commerce · Fan merchandise