END. and Birkenstock have teamed up with Premier League baller Reiss Nelson as Creative Director for the launch of the brand’s ‘Utility Pack’. 

The new collection boasts silhouettes engineered for city life and comfort, featuring technical detailing such as a rustproof G-Hook buckle for an adjustable fit, a robust nubuck upper that shapes to the foot over time, and a stitched webbing enclosure for extra support. 

The campaign, shot entirely from Nelson’s perspective, leans into themes of duality with photographs taken by the athlete himself. The 25-year-old also models the latest releases in stylised editorial portraits, blurring the distinction between creator and subject. 

This is the first time Nelson has creatively collaborated on a brand campaign but has led from the front with his own fashion label Riverslide and film photography platform 35mmnelz for a minute now. 

The Fulham player embodies a new generation of athletes choosing to express themselves off the pitch through fashion and art, coupled with the fact he’s also a day-to-day wearer of Birkenstocks, Nelson was the natural choice to bring to life the functional excellence and timeless aesthetic of the ‘Utility Pack’. 

VERSUS had the chance to chat with Nelson about his creative role in the latest Birkenstock campaign, the importance of having outlets to express yourself off the pitch and why the footwear is a wardrobe staple for him.

VERSUS: Tell me about your vision for the campaign. The set looks amazing.

Reiss Nelson: The set was something we decided to do from the start. What I wanted it to feel like was a young child coming to support their father or brother at work. That’s why we built the set and brought in my nephew. I think it went really well. I’m happy with what the team and I did for this campaign. When the idea was presented to me, I thought, “how can I make this special?”.

I always like to relate things back to when I was growing up. I remember some days going to my mum’s work, being bored, wondering what I could do. So I had this idea in my head and thought, “how can I make this blend life and work together?”. And that’s what we came up with.

Every creative outcome has a process. What’s your typical creative process?

I like to walk, usually with music on. I’ll go on a long walk, and sometimes ideas just come to me straight away. If not, once I’m home, I’ll sit down with a pen and pad and just write. Anything that comes to mind, I try to turn into a story and bring it to life.

Where do you get your creative inspiration from?

A lot of it comes from my upbringing. I try to shoot in and around the areas I grew up in. That’s really important to me. Also, from my family and friends — everyone has a story, and I believe every story can be told in the right way. Most people’s stories have pain, and this is life. You bring your vision to that and get a good story.

Sometimes it’s hard when people don’t give you the freedom to express yourself, but END. and Birkenstock gave me that freedom, and I’m really happy about how everything has turned out.

‍A picture’s worth a thousand words. What do you want to communicate through this?

A strong message — really strong. I wanted to show a young kid going to visit their loved ones at work, just messing around and bringing that family bond into the campaign. It’s about making that look powerful and authentic.

‍The releases you were shooting today is the 'Utility Pack'. A stripped-back look. Does it reflect your own approach to style?

It depends. A lot of it is about how I’m feeling. If I’m feeling like stepping out clean, I’ll do that. It’s a lot about my emotions. But yeah, the utility pack they’ve got going on right now — for me, it’s about rocking it in a more chilled vibe with the trackies, maybe something a bit more luxurious on top, like what I’m wearing now.

‍Why do you think that utility style is resonating right now?

Fashion goes in cycles, and right now we’re in that utility moment. Everyone wants to move like that. It’s just the time we’re in.

‍How would you describe your personal style in three words?

Oh, that’s a hard one. I don’t know if I’ve got three, but… timeless, relaxed… and… you’ve got me on the last one — I’m off on that.

‍You’ve got two silhouettes — the black and the green. Which one’s better or more for you?

It depends on where I’m stepping. If I’m on holiday in Jamaica, I’m picking the green one — it’s got the open back, it makes sense. But this black one with the heel element. I could be rocking that in London, anywhere, and still feel comfortable. So it depends on where you are and where you’re heading.

‍What advice do you have for any young photographers? What’s one piece of advice for them?

Just shoot what you feel. Photography isn’t just about taking the picture — it’s about understanding what you’re thinking at that time and what you want to see. To all young photographers: get a film camera, go out, and capture whatever inspires you.

Birkenstock’s ‘Utility Pack’ is now available online and in END. stores across London, Manchester, Newcastle, Glasgow.