My Life in Football
This is where football and creativity collide. A lifetime in the game: as a player, a fan, a parent, and a creative director. From building global campaigns to building my son’s mindset, I bring football knowledge that runs deep.
Creative director. Brand strategist. Football obsessive. I’ve made the work that makes people care.
I’ve spent over two decades leading creative work for the biggest names in the game. Nike, New Balance, EA Sports, Adidas & Puma. I’ve built campaigns that moved markets and sparked movements, from grassroots to global.
My experience isn’t just in football marketing.
It’s in understanding how to think like a fan, speak like a brand, and create work that lands in culture.
Strategy. Concept. Craft. Delivery. Every level.
Football isn’t just a category to me. It’s home turf.
From Nike to New Balance, I’ve helped shape the stories football fans see and feel. I’ve led creative for global campaigns, brand launches, and pitch wins. Strategy. Copy. Direction. If the brief is football, I bring more than just skills, I bring lived experience.
Key Projects:
NikeLondon.com (ICVA Gold & Original AKQA Nike pitch win)
EA Sports FIFA campaign & Football World community development
PLAYR SmartCoach tone of voice
Coca-cola Email Football online game
KitKat Alex Ferguson retirement News Jacking
New Balance social media feed
New Balance Like a Pro social media series
New Balance FURON / Visaro FW boot launch
New Balance Liverpool / Celtic kit launch
Eurosips 2016 Outreach Lead Gen campaign
Worldcupwish.com football tourism start-up idea
Building the next generation of thinkers in football.
I founded Football Mind Coach to teach young players the mental side of the game. Built on years of research, personal experience, and design thinking, FMC trains how to think in football, not just how to play. It’s where mindset meets performance.
Think about it.
What is FMC? A mindset training system for youth footballers.
Who’s it for? Players, parents, and coaches who care about smart development.
What makes it different? Decision-making. Composure. Clarity. Confidence.
Long-term vision? To become the global benchmark in football mindset education.
From Valley Parade to Wembley, my heart has always been in the stands. I’ve followed the game as a supporter, a dad, and a student of football culture. Being a fan isn’t separate from my work, it’s fuel for it.
I help football brands think sharper, sound smarter, and connect deeper.
I blend audience insight, creative instinct, and football fluency to unlock brand value.
Key Qualities:
Dual fluency: football + brand
Creator of FMC and other IP including worldcupwish.com
Deep knowledge of youth mindset
20+ years in the creative industry
Want to talk football? Let’s connect.
Whether you’re a club, a coach, a parent, or a player, I’d love to hear from you.
Let’s make something meaningful together.
stuwilson@mac.com | +44 (0)7754 712789 | https://www.linkedin.com/in/stuwilson/