Reiss Nelson shot a campaign for END.

Reiss Nelson has been chosen by END. as creative director for the launch of the Birkenstock Utility Pack, the new collection by Birkenstock for the English brand. The Fulham striker, on loan from Arsenal, was chosen to once again celebrate the union between lifestyle and football. Nelson took full creative control, guiding both the conceptual development and execution of the campaign. A new step in Nelson's non-football career, active in fashion with his brand Riverslide and in the world of photography thanks to the 35mmnelz project. At the center of Nelson's campaign is the concept of duality, a journey developed through images captured by Nelson himself wearing the Utility Pack, blurring the line between photographer and subject.

"Birkenstock and END. allowed me to tell a special story through this shoot - explained Nelson -. There’s so much talent and tradition in black craftsmanship, but it’s often overlooked. I wanted to highlight someone doing real, honest work. Someone who takes pride in what they make". The collection features new silhouettes designed to emphasize the concept of comfort in city life, with technical details such as the rust-proof G-Hook buckle for adjustable fit, nubuck upper and stitched strap closure for added support. Of course, the collection also includes “Birkengrip”, Birkenstock's typical sole made of non-slip rubber and designed with the brand's signature bone profile.

END.'s idea of entrusting a football player with the entire creative process for the launch of a collection was surprising and at the same time spot-on. Nelson is part of a new generation of athletes who are able to express themselves in other fields beyond their main sport. Fashion is certainly one of these fields and Nelson has managed to go beyond that, combining it with his passion for photography which led him to become Creative Director for a day. "I picked a film camera one off season and just got hooked. - Nelson emphasizes -. It gave me a different way to see the world, a way to appreciate every moment. Football has always been hectic and I'm always on the move, so photography became a way for me to slow things down a bit".