Birmingham City Football Club

Boxcey Delivers "Who Are Ya" Campaign for Birmingham City FC

Premium apparel and creative agency Boxcey has been revealed as the team behind Birmingham City FC's "Who Are Ya" campaign — designing, producing and bringing the collection to life from concept through to the club shop floor.

Halesowen, UK — Boxcey, the premium apparel and brand-building agency working with football clubs, sports brands and independent retailers across the UK, has completed a full end-to-end creative partnership with Birmingham City FC (BCFC) on the club's "Who Are Ya" campaign.

Boxcey led every stage of the project. The agency conceptualised the campaign direction, designed and produced the clothing range, delivered the photography and content that brought the collection to life, and executed the full suite of brand assets used across the campaign.

From Concept to Rail

The brief called for a range that captured the identity and pride of Birmingham City fans, translated into a wearable, retail-ready product. Boxcey's team took the campaign from initial concept through design, sampling and production, before turning its attention to how the collection would be seen and sold.

The agency then produced the campaign photography and content, giving BCFC a complete visual identity to support the launch — from social and digital assets through to instore point-of-sale.

Results On and Off the Pitch

The campaign translated directly into activity across the club. Key outcomes included:

An instore activation at Birmingham City FC, bringing the "Who Are Ya" collection to fans in person

Campaign product worn during official player signings, extending the range's visibility beyond retail

Repeat orders placed by the club following the initial launch, a clear sign the range resonated with supporters