Tottenham Hotspur: In Darkness We Dare

Away from home is where footballers need to feel at their most fearless - and that’s exactly the mindset Tottenham Hotspur have dialled into for the launch of the new Nike away kit for the 2025/26 season. To launch this streetwear-inspired football range, creative agency T&P partnered with the club to produce a high-energy campaign that sees players and fans 'glitch' from the white home kit into the black away one — revealing their darker, more daring alter egos. The tagline 'In Darkness We Dare' offers a playful yet powerful twist on Spurs’ iconic motto: 'To Dare Is To Do.' After the club’s recent European breakthrough — ending a 17-year wait for silverware — the line lands with even more conviction. At the centre of the campaign is a hero film directed by Vigillante’s Chris Ranson, featuring first-team stars, Dominic Solanke and Ella Morris during what appears to be a routine photoshoot at Hotspur Way — until they 'glitch' into the new kit, transporting them to an intense away ground under the lights, referencing a season ahead in the Champions League.