The rollout started on 22 March with one word, “SOON”, and a line that set the tone: “Never been beat, never been benched.” The next day: “Couple drops, Couple cops.” Behind-the-scenes followed from the hangar, then the campaign: the crew boarding the jet, sitting on its stairs and across its cabin table, in hoodies with Play For Keeps written across the back.

On 30 March GEEDUP posted the detail film, “Details on Details, Enjoy the quality”, along with a statement of intent: “We only ever came with intentions to win.” The night before release it took stock: “Key players when it comes to these trends and cotton blends.”

The delivery leaned on GEEDUP’s own words. Play For Keeps hoodies in teal and in red and white, a PFK quilted jacket in black and a PFK blue and orange reversible duck down. Sportsman hoodies with 3D embroidery in black and grey. An Us vs. Them crewneck, a reversible duck down gilet in teal and black, and Pennant Pant 3.0 in black, bone and khaki. “Us vs Them,” read the post of 29 March, from the airport. Most of it was photographed against the jet itself.

The lookbook went up across the final week, and two hours before release came the line that carried the campaign. The delivery released at 6:30pm. Not long after, GEEDUP posted its verdict: “SOLD OUT // LIGHT WORK.”

In June the delivery got its own film, the Autumn Del. 3 vlog. By then the team had already taken Winter Del. 1/22 to Queenstown.