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Play For Keeps — Delivery 03/24

Released Friday 08 March 2024, 6:30pm AEDT

A year after Autumn Del.3/23, GEEDUP went back to Tottenham, and this time its tagline became a song. “Play For Keeps” is RV’s track featuring Headie One and Abra Cadabra. Complex Australia noted that the title is a reference to the brand’s line, “Play For Keeps, Forever and Always,” and that the video has all three dressed in GEEDUP.

GEEDUP named a delivery after it: Delivery 03/24, released on Friday 8 March 2024 at 6:30pm.

Delivery 03/24 teaser, March 2024

West Sydney to North London

The teasers started on 21 February. Two days later GEEDUP posted from Tottenham Hotspur’s stadium with four words, “West Sydney to North London,” and on 26 February came the first behind-the-scenes set: “Play for keeps” - RV Ft. Headie One & Abra Cadabra.

Two days after that the team summed up the trip: “Ripped through London about 50 deep.” Posts from New York’s Lower East Side slipped into the same run.

  • A man in a blue and white PFK jacquard jacket and matching shorts stands in a disused boxing ring, gloves and a towel behind him

For Geedup Co.

RV fronted the lookbook, shot in a disused boxing gym with gloves on the canvas and a towel over the ropes, and was introduced on 1 March as “RV for Geedup Co.” Abra Cadabra followed on 7 March as “Abra Cadabra for Geedup Co.”, and the release-day reel put all three together: “‘Play for keeps’ with RV, Headie One and Abra Cadabra.”

  • A man in a black GEEDUP hoodie and PFK jacquard shorts in the boxing ring
  • A man in a black GEEDUP hoodie, hands in pockets, under the ring lights
  • A man in a charcoal hoodie with a dusty pink GEEDUP arch in the ring

The pieces

The garments were labelled Autumn Del.1/24. The PFK Sublimated Jacket and Shorts were cut from a nylon and spandex custom PFK jacquard, the jacket with a Handstyle logo on the chest. The PFK Jacquard Puffer Vest put the same jacquard over 90% white duck down with a metal embroidered badge, and the navy and turquoise PFK Hoodie ran an oversized terry towel PFK embroidery from sleeve to sleeve.

One reel in the run-in said it plainly: “Went mad on the details with this piece, it’s not for everyone - and that’s the point.”

  • Close-up of the PFK jacquard jacket with a Handstyle logo on the chest
  • A man in a white GEEDUP tee, cap and blue patterned shorts in the boxing ring
  • A man in a navy hoodie with a red GEEDUP arch and navy trackpants in the ring
  • The back of a black hoodie with a Geedup script across the shoulders, in the ring

The song

RV’s project Fresh Prince of Tottenham 2, with “Play For Keeps” among its tracks, reached streaming services on 26 April 2024, according to Complex Australia, with a music video directed by Ashwin Noel and Sofia Isabella.

  • A man in a white GEEDUP tee and red shorts stands in the boxing ring
Talent — @rvpochettino, @headieone, @abznoproblem17

More from Discover

  • A crew in GEEDUP tracksuits and quarter zips lined up between black cars, seen from above

    This Thing of Ours — Autumn Del. 3/23

    In April 2023 GEEDUP flew to London and shot Autumn Del.3/23 in Tottenham with Headie One, Abra Cadabra and RV, on the Broadwater Farm estate. “Bridged the gap between West Syd and UK rap.”

    Campaign
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