CELEBRATING A HOMETOWN HERO AND INSPIRING THE NEXT GENERATION OF DARTS PLAYERS

THE BRIEF.

As part of our ongoing work with Target Darts, Soapbox supported the launch of a giant 38ft Luke Littler mural at Golden Square Shopping Centre in his hometown of Warrington.

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The activation celebrated Littler’s extraordinary rise from local talent to back-to-back World Champion, following his World Championship victories in 2025 and 2026, alongside his latest World Matchplay triumph.

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It also provided the platform to launch “Born To Win”, Target Darts’ new Luke Littler collection, while announcing equipment donations to 63 local schools to support the next generation of players.

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STRATEGY.

We built the activation around three connected stories: celebrating Luke’s achievements, launching Born To Win and inspiring the next generation in his hometown.

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The 38ft mural, created with MurWalls, provided a powerful visual hook and a permanent landmark for Warrington. The timing, just days after Luke successfully defended his World Matchplay title, created a strong news opportunity around his continued dominance of the sport.

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We brought together Luke, his family and friends, the Mayor of Warrington, local schoolchildren and the wider community, creating a strong local story around one of the town’s biggest sporting stars.

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The activation also connected Luke’s success to Target Darts’ wider ambition to grow the sport, with the announcement that Target Darts and Luke would donate equipment to 63 Warrington schools, helping more young people discover darts.

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EXECUTION.

We secured high-profile media interviews with Luke in front of the mural, including Sky Sports News, BBC Sport, BBC Radio Manchester and the Press Association, turning the unveiling into a national sporting story.

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Luke also joined darts commentator Dan Dawson for a Q&A in front of 1,500 people, reflecting on his career and the significance of having a permanent mural in his hometown.

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The event then moved from celebration to participation, with Luke joined by three local competition winners who were invited on stage to play darts with him using Target Arcade, Target Darts’ new connected entertainment platform, showcased publicly for the first time.

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By combining a major visual moment, national media, product launch and grassroots investment, we turned a mural unveiling into a wider celebration of Luke Littler’s rise, his connection to Warrington and the future of darts.