Back in 2012, Nike became the kit supplier of England. But back then there was apathy towards the England team - the golden generation had disappointed, the football wasn’t as exciting as the Premier League, fans were beginning to think the players didn’t care about the England shirt, and English fans were still not the greatest export. Nike wanted to change this, connect the team to a younger demographic and make the athletes more relatable.

England Matters was a series of docu-style films written to change the perception of the England team and to help it re-connect with fans.