The campaign film was a message, typed out letter by letter on a black screen: "This is our Spring Del.3 + Black Friday visual campaign." The rest of it was addressed to the people who had been there all along, friends and family only, and it signed off with a peace sign.

On release day a reel went out with a short instruction, "TURN SOUND ON". The release-day carousel needed even fewer words: "IYKYK."

The delivery behind the message marked thirteen years. Tees and long sleeves carried a 13 Years In The Field appliqué around a Play For Keeps G, next to Team Logo pieces, PFK monogram sets and embossed mesh shorts.

The lookbook was shot against a grey studio backdrop, and two days before release GEEDUP posted the behind-the-scenes reel of the lookbook photo and video shoot with Andricoo Productions.

No New Friends outlasted the year. GEEDUP brought the line back for Black Friday 2025 with Delivery 08/25, and the idea behind it, the brand's own people first, has shaped its Black Fridays since.