Taking women’s football kit to the biggest stage in retail
BrandingPositioningTone of voiceNarrative
IndustryWomen's Football
ClientEleven As One
Year2026
When entrepreneur Julia Cove-Smith set out to launch the first football kit made for women, by women, we could have made the obvious play: Create another Nike. Another Adidas. Another elite brand promising elite performance.
Instead, we built Eleven as One, a brand powered by the emotion and connection of women’s grassroots football – the qualities that make it one of the fastest-growing sports in the world.
Instead, we built Eleven as One, a brand powered by the emotion and connection of women’s grassroots football – the qualities that make it one of the fastest-growing sports in the world.
Every part of the identity, from the colours we choose to what we say, has been built to capture the feeling of playing football: the joy of a top bins screamer, the adrenaline of a perfect slide tackle, the flow of your whole squad playing as one.
The brand hit like a rocket, shooting Eleven as One straight into the House of Women’s Sport on Regent Street, and into kit bags up and down the country.
"Working with Saboteur has been transformative for Eleven as One. Their enthusiasm, strategic insight, and deep understanding of the customer have been invaluable, helping me translate ideas and research into a compelling brand purpose and identity. The work we did together has truly been the catalyst for our successful launch."
Founder, Eleven as One Ltd
