ABOUT

Client Brief and Objectives: Kabuto partnered with football legend Thierry Henry to launch a premium collection of smart luggage co-designed with the sporting icon. With only a limited production window and restricted access to talent, the challenge was to maximise every moment, generating global media attention while creating premium campaign assets that could support both brand awareness and product sales.

Strategy and Creativity: Rather than treating Thierry Henry as simply the face of the campaign, we positioned the collaboration as a premium design story.

Every minute with the talent was planned around a content-first approach, capturing hero photography, behind-the-scenes footage and controlled media interviews that could be used across PR, social and digital channels. A rooftop shoot overlooking the London skyline reinforced the premium positioning, while exclusive interviews and press materials showcased Thierry Henry's genuine involvement in designing the collection.

Method Deployed: The campaign combined creative production, media relations and digital design into one integrated launch.

Alongside premium photography and behind-the-scenes content, we secured exclusive media opportunities with leading national and international publications while ensuring every interview reinforced the craftsmanship and design credentials of the collaboration.

To support sales, we also designed and built a dedicated campaign landing page for Kabuto's e-commerce store, creating a seamless journey from media coverage to product discovery and purchase.

Outcome and Formal Results Evaluation: Through careful planning and a content-first approach, the campaign generated 30+ pieces of high-quality earned coverage, positioning the Kabuto x Thierry Henry collection as a premium global launch.

Coverage appeared across The Times, The Daily Telegraph, The Sun, CNN and Yahoo, while the dedicated campaign landing page helped convert editorial attention into commercial engagement.

By making every piece of content work across PR, digital and e-commerce, Stakked transformed a tightly managed production window into a campaign that delivered premium visibility and lasting commercial value.

Campaign Results:
- Integrated PR and digital launch campaign
- 30+ pieces of earned coverage
- Coverage across The Times, The Daily Telegraph, The Sun, CNN and Yahoo
- Premium content production from a single talent session
- Dedicated e-commerce landing page supporting product discovery and sales