Last week, we teamed up with Nike EMEA to host a one-day Match Day Prep Shop and watch party at Supply 91 in Marylebone, getting creators, influencers and cultural voices ready for England’s second group fixtureagainst Ghana.
The idea was simple: reimagine match-day prep with personal style at the centre.
Guests booked in for a curated, appointment-only experience, keeping things intimate while making space for content creation at every turn. From fresh trims and beard grooming to Swoosh-inspired nails, tooth gems and jersey customisation, every detail was designed to help guests show up feeling their best.
We also introduced an ASOS Design styling rail, making it easy to pull together a full match day look, from fit to finish.
Across the day, we delivered over 100 services for more than 50 guests in the Prep Shop alone. As the evening set in, the space shifted into a relaxed watch party, complete with a live DJ set, food and drinks from partners including Pizza Pilgrims, Budweiser, Poppi, Moth and Proper Corn.
In total, we welcomed 130+ guests across both moments, including cultural voices from across sport, fashion and media. Key attendees included Mayowa Quadri from sport and style platform Versus, Jide Adetunji from Guap Magazine, ex Vogue contributor Twiggy Jalloh, creative and cultural strategist Arooj Aftab, radio personality Remi Burgz and UK artist Cristale.
The experience was built with social in mind, and it showed. With 38 influencers in attendance, the activation generated 90+ pieces of content, reflecting how naturally the space lent itself to capture and share.
More than anything, this was about showing up in culture in a way that feels real. Not just tapping into the moment, but creating one with our brand partners, our community and personal style front and centre.
Supporting AMG brands across cultural moments like this allows us to strengthen brand relationships, bringing our partnerships to life in a truly collaborative, engaging and exciting way for ASOS.
A big thank you to everyone who brought this to life!