Football is more than a sport, it’s a cultural language that shapes identity, belonging, and how communities express themselves. Guided by cultural intelligence, The Football Lab studies how the game moves through people, places, and generations, decoding its symbols, rituals, and emotional power to reveal what football truly means to culture.

Through this lens, Foxglove creates campaigns, collaborations, and cultural experiments that explore football’s influence across fashion, music, and lifestyle. From grassroots stories to global campaigns, The Football Lab combines research, creativity, and production craft to help brands connect with the world’s most powerful cultural force, in ways that are authentic, insightful, and enduring.