For their 2025/26 third kit, Wigan Athletic didn’t just shoot a campaign – they made a music video. Set in a working social club in the heart of the town and soundtracked by local band The Lilacs, the film is a collision of football, nostalgia, and creativity – all rooted in Wigan’s soul.
We went behind the scenes on the day of the shoot and caught up with Liam Brown, the club’s marketing manager, to unpack the campaign’s origins, cultural references, and the scrappy, DIY heart that made it feel unmistakably Wigan.
“The idea really came from the shirt itself.”
The creative direction for the third kit campaign started, quite simply, with the shirt. Designed by Nicola Prior, the club’s Head of Retail, in collaboration with Puma, each of the three 2024/25 kits was crafted with intention.
“The home shirt is a classic throwback to the 2005-06 season, and the away kit is sharp enough to wear to the pub – smart, clean, stylish,” Liam explains.
“That gave her the freedom to go a bit bolder with the third kit. She leaned into traditional elements like the town crest, but presented in a fresh way. That contrast – old and new – shaped the creative direction. From there, the question became: how do we bring that to life on video?”
🎸 The Tics on Tour, supported by the Lilacs! #wafc 🟣⚫️ pic.twitter.com/Jbs3r626Wy
— Wigan Athletic (@LaticsOfficial) August 7, 2025
“A music video gives you a lot of creative license.”
For Liam, choosing a music video format gave the club a wider canvas to paint on – a way to stretch the storytelling beyond typical football marketing tropes.
“You can tell a story, break conventions, and you’re not tied to a linear narrative,” he says.
“Music means a lot to people in Wigan – it’s a town where people work hard and play hard at the weekend. It’s no surprise that tracks made in the 60s by Black artists from the US rust belt found a second life here and became Northern Soul, with the Wigan Casino at the heart of it.”
“We use The Verve on matchdays, the team walk out to The Lathums – we’re proud of our Soul heritage. You can draw a straight line from the Casino dancefloor to places like The Wigan Pier nightclub – the people who danced at the Casino had kids, and those kids ended up dancing at The Pier.”
“They’ve re-packaged it into something fresh.”
At the centre of the campaign is a rising Wigan band, The Lilacs – longstanding matchday favourites at the Brick Community Stadium and a perfect fit for a campaign rooted in musical heritage.
“We’ve played their music on matchdays since at least 2020. We’ve followed their rise and were just waiting for the right moment to collaborate – this video felt like the perfect fit.”
“In the campaign, they represent the future to me – they’ve taken stories from the past, soaked up all the influences from this part of the world, and re-packaged it into something fresh.”
But the collaboration runs deeper than trend alignment – it’s about cultural expression born from adversity.
“Wigan’s a town that’s had it tough. On most measures – whether it’s the economy, education, or health – we tend to lag behind. But that kind of environment breeds grit, character and a sense of identity. It gives people something to say. That’s why I think so many bands from here break through – and it’s definitely what comes through in The Lilacs’ music.”
“The treasurer told us they hardly open the upstairs room anymore.”
Shot inside a real community club, the video plays with generational contrast – youthful, creative energy occupying the same space as Wigan’s older traditions.
“The club’s been going since the 1880s, and they’re still keeping it alive. The committees and trustees running these places aren’t paid – they’re fighting to preserve proper community spaces,” says Liam.
“Even if you don’t know that exact club, any northerner will instantly recognise the feel of it – the bingo machine, the snooker table, the pints of mild, the lounge and function room. It gave us a lot of visual tropes to play with.”
“We wanted to create a contrast – The Lilacs bringing this youthful, creative energy into a traditional space, side by side with the older generation. The idea was that they’re almost like ghosts occupying the same room – which is why the band never interacts with the locals.”
“This campaign isn’t about shifting units from the club shop.”
Beyond the visuals, this project was a statement of intent for Wigan Athletic – a demonstration of how the club sees its role within the town.
“The club has often excused itself with ‘we’re hemmed in by other clubs’ – meaning our catchment area is small. But for me, that could be our biggest strength. It means we can fully focus on representing our town.”
“This campaign isn’t really about shifting units from the club shop – it’s about holding up a mirror to our community. It’s about showing our fans something that feels real, something that feels like home.”
“We just had to keep buying them drinks and crisps.”
With a modest budget, the campaign leaned on local relationships and creative improvisation – from filming to casting.
“Sarah and the board were key – they set the direction. With her and Lucas Danson, we’ve got leadership that understands media, storytelling and presentation. They’re native to tech and social, so they just get it.” Liam says.
“Graham Kirk handled videography – I’ve worked with him for years and we’ve got a great rhythm. Joseph Richardson shot the kit photography this year and absolutely nailed the brief.”
And what about casting the older generation?
“We don’t have huge budgets, so we have to improvise. I couldn’t exactly ring a casting agency, so we bussed in my nan, her mates, and the grandparents of friends and staff. We just had to keep buying them drinks and crisps and get it filmed before they got too pissed. Proper Wigan, that.”
“We didn’t want it to look like we were laughing at the culture.”
Balancing humour and respect was crucial. There’s a fine line between celebrating tradition and mocking it, and Wigan were determined not to cross it.
“From the start, one of the non-negotiables was making sure we didn’t come across like we were laughing at the culture. It’s easy to fall into that trap when you’re playing with traditional tropes.”
“We wanted to keep the fun and energy, bring in the creative spark of the band, and add some playful touches – like the players as bar staff – but still show respect for the setting and the people it represents. That balance was everything.”
“I’ve buried two husbands – do you want to be the third?”
Of course, no Wigan shoot would be complete without a bit of chaos.
“One surprise was when the players suggested some of the senior citizens should interview them – that led to Jonny Smith being asked by a lady called Kath, ‘I’ve buried two husbands – do you want to be the third?’”
“Not exactly what we had planned, and I’m not sure how much of that will ever see the light of day, as the interview went on in a similar suggestive vein, but it was side-splittingly funny. Not a mistake the lads will make again.”
“I want everything we do to scream ‘Wigan.’”
Looking ahead, the club has a clear creative vision: reflect the town, in all its texture and contradiction.
“Football doesn’t exist in a silo outside of everyday life. You don’t leave your music taste or fashion sense at the turnstile – what’s happening outside doesn’t stay outside.”
“We’re not just part of the culture – we’re shaped by it, and we’ve got a role to play in shaping it back.”
“I want everything we do to scream ‘Wigan.’ I want to use the town as a backdrop, pack in all the in-jokes that mean something to our club and our people.”
“I’ll be happy when we get to a point where you could strip the colours and badges from a piece of work and people would still say – ‘yeah, that’s Wigan Athletic.’”
“On Set With…” continues
This is the first instalment of On Set With – a new Behind Sport series documenting the behind the scenes of creativity in the sport industry. Think brand shoots, media days, television and radio broadcasts, kit, apparel and boot launches, and player transfers. We’ll be going to it all.
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