The England and Wales Cricket Board has launched a new campaign featuring  Andrew ‘Freddie’ Flintoff.

Created by Miroma Group’s The Multiple Agency, the advertisement highlights the sport’s latest kit and seeks to convey the “sense of pride, power and belonging” associated with wearing it.

Named ‘A call to All’, the initiative is designed to honor cricket at every level, from grassroots communities to the professional arena. The visuals include men, women, and children proudly wearing the shirt.

Matt Farnworth, head of creative strategy, Multiple, said, “There’s nothing quite like putting on the England shirt. It’s not just for the players to wear, it unites and belongs to everyone who loves the game. We wanted this campaign to reflect that shared pride and show how cricket has the power to bring people together, whoever they are or wherever they come from.

“Freddie is synonymous with English cricket and has done a lot to champion the sport across the board so was the perfect person to partner with as the new shirt design is released.”