Reiss Nelson – END. x Birkenstock9 Images
Born and raised in south London, 25-year-old Arsenal winger Reiss Nelson has built a reputation for sharp footwork. But off the pitch, Nelson is quietly carving out space as a creative, shooting on film and exploring visual storytelling through his platform 35mmnelz. Now, he’s stepping into the role of creative director.
For his debut behind the lens, Nelson partners with END. and Birkenstock to lead the global campaign for the Utility Pack, a collection built for city life and inspired by functional design. The result is a series of candid 35mm shots taken by Nelson that sit alongside portraits of himself, blurring lines between subject, creator, and collaborator. The images show both the final result and the behind-the-scenes of Nelson’s creative process.
Below, the player spoke to us about his collaboration, his first time directing and balancing sports with being an athlete.
How did this partnership come about, and what about it felt aligned for you?
Reiss Nelson: It was about more than footwear for me. I wanted people to step into something that represented timeless design, craft, and purpose. As someone who’s always been drawn to storytelling through visuals and movement, it felt right to work with a brand that respects heritage but lets you reimagine it through your own lens. This was a chance to highlight Black craftsmanship, which too often goes uncelebrated.
What was the first image or idea that came to your mind when you were asked to creative direct this campaign?
Reiss Nelson: The first image was of a strong man with a younger child. I needed to present a strong image of hard work, the creation of something lasting. That feeling of craft. I saw leather being cut, shaped, and held. And then I saw contrast – softness in strength, elegance in everyday moments. That balance became a defining mantra for this campaign.
You took full creative control of this project. What about the process surprised you the most?
Reiss Nelson: Honestly, how natural it felt. I thought switching from the pitch to directing a full campaign would be a mad shift, but once I was in it, it just flowed. What surprised me most was how collaborative it became. Even though I had the vision, it took a team to bring it to life, just like football.
As both subject and creator, how did you balance being in front of and behind the lens?
Reiss Nelson: I’d be setting up a frame in my head and then stepping into it. But I think that contradiction, being both observer and subject, added a rawness. It felt personal and intimate. I wasn’t performing, I was just being.
How did your background in film photography with 35mmnelz influence the look and feel of the campaign?
Reiss Nelson: 35mmnelz is all about capturing moments that feel lived-in and real. I’m drawn to grain, imperfection, things you can’t fake. That vibe ran through this whole campaign. We shot on film. We let the shots breathe. It wasn’t about being polished; it was about being honest.
As someone who’s both an athlete and a creative, do you ever feel pressure to choose one lane, or is the blend the point?
Reiss Nelson: The blend is the point. People try to put you in boxes: footballer or artist, athlete or director. But I’ve always felt those things fuel each other. Creativity is movement. Football is rhythm. It’s all connected.
How do creativity and competition coexist in your life?
Reiss Nelson: They sharpen each other. On the pitch, it’s about instinct, timing, knowing your angles, same as with a camera. Off the pitch, creativity is how I process the pressure. It’s where I reset. But in both spaces, I want to push limits.
Which of your teammates do you think has the best style and could rock your collab the best?
Reiss Nelson: Joachim Andersen! One of the coolest guys I know, I resonate a lot with aspects of his style.
If this campaign were a soundtrack, what three songs would be on it?
Reiss Nelson: Definitely something Jamaican! It is too hard to narrow it down to just three.
You’re stuck on a desert island. You can take one pair of Birkenstocks and one album. What are you picking?
Reiss Nelson: I’m taking the Boston Novas in Black, you’ve seen me wear on the shoot. Bob Marley, Exodus to keep me company with the tunes.
You’ve just been made creative director of the world for one day – what’s banned and what’s mandatory?
Reiss Nelson: I’m outlawing any of my boys wearing football boots with jeans! I’d immediately set upon making mandatory, protected spaces for young Black creatives to lead, build and own.
Head to the gallery above to check out the campaign.
