Raheem Sterling launches Playmaker Films with new Clarks ‘Back to School’ campaign
Chelsea FC and England forward Raheem Sterling has teamed up with award winning music video director Carly Cussen to set up a new production company called Playmaker Films - launching with a short film for Clarks’ ‘Back to School’ campaign, in which Sterling stars.
The fun film for Clarks’ TikTok and Instagram, as well as a full edit on YouTube, follows Sterling’s own back to school journey in a mockumentary format, including showing off his footy skills with a focus on footwear “designed for major playground kickabouts”, and a collection that Sterling has put his name to.
Sterling has been a brand ambassador for Clarks since spring 2022, and a ‘Wallabee’ boot collection celebrating his hometown of Kingston, Jamaica, was launched in August 2022. Prior to that, he had already teamed up with Clarks for a limited edition ‘Wallabee’ boot in 2020, having been a genuine fan of the brand’s shoes as a kid, and as an adult.
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The new ‘Back to School’ range includes the black leather ‘Goal Wally Kid’ boots for £52, Velcro fastening ‘Goal Style Youth’ for £54 and a lace up shoe/trainer hybrid style called the ‘Kick Step Kid’ for £50.
Raheem Sterling said: “I’ve been wearing Clarks since I was a child, I loved my Wallabees. I’d sell slushies in the school playground at breaktime and save up the money to eventually buy a new pair.
“They’re not just any shoes to me, they are part of my roots. Having the chance to co-design a collection with Clarks that will give kids the freedom of movement they need to reach their own breaktime goals means a lot to me.”
Sterling in the director's chair for Playmaker Films
Sterling and Cussen, who has worked with the likes of Little Mix, Ed Sheeran and Lil’Baby, have a track record of working together to create entertaining and quality video products for brands including Gillette and Samsung.
Playmaker Films will specialise in producing branded content, advertising and music videos, “delivering the impact and emotional resonance of world-class entertainment to brands and their customers”.
The launch comes as Sterling has begun to establish himself outside of football, becoming a fashion icon working with brands such as Bottega Veneta and Burberry - as well as becoming a powerful and influential advocate for social change. His Raheem Sterling Foundation brings opportunities for young people around the UK and he was appointed MBE for his services to racial equality in 2021.
Raheem Sterling in the Clarks Campaign
Speaking about the launch of his new creative agency and production company, Sterling commented: “Part of the day job involves a lot of time on sets at video shoots for brands. Over time I was more and more interested in what was going on behind the camera. I’d worked with Carly on a number of projects, for brands like Gillette and Samsung, and I started to ask her questions about different aspects of the process. When it came to starting my own production company, she was the obvious choice.
“We’ve got some great projects lined up, with some amazing brands and talent, including Clarks ‘Back To School’ campaign which was a lot of fun to create and shoot. I can’t wait for the world to see what we’ve got up our sleeves.”
Cussen added: “I knew Raheem was a natural performer on the pitch, but I didn’t know that he also had the talent in front of the camera as well!
“Playmaker Films is a truly collaborative endeavour between myself and Raheem. There’s a real buzz about the place and we have some exciting projects in the pipeline. I can’t wait to kick off.”
