A ritual annihilation on Twitter was not quite what New Balance had in mind to institute its new kit deal with the England cricket team.
That’s what they got, though, for the advertising campaign which includes a poem in free verse penned to the nation’s next potential Test player, signed by the team. The letter - which is David Brent meets Brendan Rodgers in tone - opens with ‘Dear 677’ - the cap the number which the next selected player will be handed. It then disappears into a large vat of cheese, with the cringe factor compounded by someone’s bright decision to re-write the script of the film on which the letter was based.
