Jonny Banger is known for his rebellious spirit and community focus which has earned him a cult following for his fashion house Sports Banger. Famed for the iconic ‘NHS Nike’ tee that helped raise money for junior doctors, this year’s fashion week saw Sports Banger release ‘NRG’; a clothing range featuring Lucozade branding.

“Lucozade is an authentic, iconic brand at the heart of British culture. With its shared desire to give back to the community, this is a collaboration I’ve always wanted to make happen. I’m looking forward to future creative, collaborative projects together.” explained Jonny Banger.

The partnership sees a marriage of values from the fashion house and brand as both champion local communities and embody the essence of streetwear. Lucozade collaborated with Sports Banger on the new range and sponsored a section of the Fashion show.

“This was a fantastic opportunity to bring Jonny’s vision and creativity to our brand. We are proud of the place Lucozade holds in culture today and this collaboration was a really exciting way to introduce our brand to a new audience. Partnerships like this help us unlock the potential in people, culture and communities now and in the future." explained Matt Riches, Head of Partnerships at Lucozade.

Fifty limited edition items will be available to buy from the Sports Banger website. In addition to the T-shirts and tracksuits range, the fashion show featured one-off Lucozade branded pieces, including a bespoke Lucozade dress, bomber jacket and power suit.

Sports Banger worked closely with adam&eveDDB to create social assets around the event, including content showcasing key moments in the build-up to, and during the show, followed by a chat with Jonny Banger post-show.

“Sports Banger is an iconic British brand. Everything they do, whether that’s fashion, music or art spreads positive energy. So this collaboration with Lucozade is a perfect partnership.” added Andy McAnaney and Christian Sewell, Creative Directors at adam&eveDDB; “As long-time fans of Sports Banger, Jonny and his crew, and the positive impact they’ve had on society, it was great to be able to support Sports Banger’s latest project.”