We set out to create a campaign celebrating McManaman's legacy while engaging fans old and new.

We secured a limited-edition drop of the 1999/2000 Real Madrid CF kits from Adidas and customised eight shirts with McManaman’s name and number, and had them signed by Steve. These were subsequently auctioned exclusively on MatchWornShirt over eight days, beginning on the exact anniversary date (24 May 2025).

To amplify the activation, we partnered with GOAL and SPORTbible to produce and distribute a series of short-form videos. These featured Steve reflecting on the 2000 final, sharing his perspective on modern football, and looking ahead to the 2025 final in Munich. The combination of rare memorabilia, precise timing, and strategic media partnerships created significant buzz across multiple platforms. The campaign achieved standout digital reach: