The challenge

The FA & Imagen Insights approached KKB to decipher the hearts and minds of their younger audience on a groundbreaking initiative. Our mission? Unearth a strategy to set the stage for a game-changing club program.

Our solution

Crafting a brand youth development and marketing activation strategy. We paved the way for future iterations of this initiative, by creating company-wide guidelines to ensure the brand stays in sync with young football fans for generations to come.

The KKB stamp

We rallied a vibrant panel of 12-16 year olds from across the UK, each bringing a unique perspective to the table. In our two-hour focus group sessions, we dissected the potential of six dynamic strategies.