The campaign was shot around a pool: white balustrades, blue café chairs, a chessboard on the table and a cream vintage convertible parked in the drive. Behind-the-scenes posts started on 18 August with a promise of a campaign video, and two behind-the-scenes films, one from the campaign and one from the lookbook, later went up on YouTube.

Core PFK Tracksuits in grey/cream and black/blue, Team Logo Hoodies in lavender/black and Nardo grey/gold, the Sportsman RSP Hoody, G Script Logo tees in black and white, and PFK Tape trackpants.

The Sportsman RSP was cut in 380gsm fleece, with an oversized Sportsman logo on a ripstop panel running down the left of the body, a zip pocket on the left chest, a Sportsman G appliqué on the right arm and custom Sportsman G zip pulls.

The run-in leaned on GEEDUP’s own lines. “Always keep your language coded, play for keeps like the dice are loaded,” read one post on 30 August, the day the Script Logo was announced. A Detail & Craftsmanship set followed, then a behind-the-scenes reel from the shoot: “Safe to say we love what we do.”

On release morning the caption read: “Said it before, I’ll say it again; these release days are the best dates.” By the afternoon: “Key players when it comes to these trends and cotton blends.” Three SOLD OUT posts went up that night.

Four days later the team thanked everyone who had copped, with “over 7000+ in transit with the remaining to be processed today,” and signed off: “Forever and always from the Geedup Team.”