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UK-based creative agency Rosie Lee undertook the huge endeavor of campaigning Nike‘s recent responsibility of executing England’s national team soccer jerseys. Putting the fans at the focus of their project, “We Make The Shirt, You Make It Matter” was conceived, which integrated fans’ social media with in-store events at over 350 of Nike’s favorite stores in the UK. Supporters of the Three Lions were invited to try on the new shirt and represent their team although at the end of the day, the jersey is just another shirt. Rosie Lee realized that wearers at the Wembley (or around the world), on game day, truly elevate the meaning of the shirt. Enjoy the recap video above.