This was initially started to kick start a series of mock-up social posts for United and adidas. The typography for this piece reads James United. The concept behind this was to express that the team is a sum of all its parts i,e; the players, backroom staff, the fans, etc. The approach was to have each picture of these folks and have their name suffixed with 'united'. This represents the potency of the United passion each of them carry individually, and when joined together, they form a formidable force to be reckoned with.
To involve the fans, we could get them submit pictures of themselves in their United kits or colors, and the designers on United's / adidas's side would spell out the typography in the style above for them i.e; Jamal United, Sheryl United, etc. This would be their takeaway, to have a custom designed piece for them to share on their socials. These designs will also showcased on the United socials.
The campaign would end with a collage of the players, fans, etc and this time, it will have the playful typography spelling out Manchester United instead. This expresses that the true meaning of being United goes beyond the players. It is a culmination of everyone behind the team.
*The original photo used above of Daniel James in the design does not belong to me and credits belong to the rightful owner.