Show Your Stripes

For the launch of Southampton FC’s new kit, Mischief PR asked Black Shark Media to create a mockumentary presented by a comedy character. Using our relationships at Independent Talent and Beach Casting, we cast comedian Tom Davis (Murder In Successville, Plebs) as colour and pattern consultant Dr Barry Gale. Redefining club kit launches, the original “Show Your Stripes” campaign won several awards and universal praise across the media. Loved by the fans, the character was a YouTube hit, featured on Soccer AM, Sky Sports News and BT Sport, spawned a Christmas special, before then embarking on a 3 film tour of Europe in 2016 to mark the club’s Europa League campaign. Most importantly, of course, shirt sales increased 20% year-on-year making it Southampton FC’s most successful launch in their history.


WINNER – Best Viral Campaign – Social Media Communication Awards
WINNER – Best Sports Social Media Strategy – The Drum Social Media Buzz Awards
WINNER – Best Club Marketing Initiative – Football Business Awards


Daily Telegraph
BT Sport

Black Shark Media were instrumental in our Show Your Stripes campaign, creating the now legendary character of Barry Gale and helping to re-define the way club kit launches should be done.

James Kennedy
Head of Marketing
Southampton FC