Farrellys Relaunches as a Fashion Inspired Sports Brand

2026Content & Media, Growth Studio™Menswear, WomenswearGCC

Key Results

Farrellys had two businesses that looked like two brands: B2B teamwear built on decades of sports manufacturing expertise, and a D2C lifestyle padel offering with fashion ambitions. For the relaunch, Fabrik's full in-house content team wrote one creative brief that unified both, then delivered it end to end with a two day, two location shoot in Dubai. One world, one identity: fashion inspired sportswear where teamwear and padel belong to the same story. This is how we did it.

2 days Full production across two Dubai locations

6 Padel collections shot for the D2C launch

30+ Teamwear products captured for B2B sell-in

1 brief One creative direction across B2B and D2C

Farrellys teamwear group shot on indoor pitch, shot by Fabrik in Dubai

Farrellys teamwear goalkeeper shirt with branded football

Farrellys padel racket and track jacket at the net, Dubai

Farrellys Racket Division padel rackets hanging on the net

Farrellys padel lifestyle shot at JLT Dubai with racket and water bottle

Farrellys European Summer lemon padel racket and dress

Farrellys brought together expertise in fashion, sports and manufacturing, but the brand was telling two separate stories. Fabrik's job was to make it one:

Started with positioning, not shot lists. Farrellys as a fashion inspired sports brand, where the B2B teamwear heritage and the D2C lifestyle padel offering strengthen each other instead of competing.
Wrote one creative brief covering both worlds, so teamwear and padel came out of the same shoot speaking the same visual language.
Delivered it with a full in-house team: creative strategy, art direction, styling, photography, videography and production, planned frame by frame and capturing over 1,000 images across the two days.
Created the Farrellys World campaign film: VHS style memorabilia footage cut against cinematic present day, positioning padel and football as one community rather than two catalogues.
Shot in Dubai across Padel Islands and U-Pro, grounding the relaunch in the region's fastest growing racquet sport scene while the teamwear day covered the full B2B range for sell-in.

In Their Words

A big big yes from me. It's a game changer, it looks unreal, and that was before the edit. We're buzzing with it and we've already got more projects in the pipeline with Fabrik.

Ben PollockFounder, Farrellys