4:16 pm, June 25, 2026
Motorway has launched a quirky new marketing campaign centred around a pair of bespoke gloves designed for both driving cars and saving penalties.
The consumer to trade auction platform has teamed up with former England and Arsenal goalkeeper David Seaman to create the limited-edition ‘D(r)iving Gloves’, which it says are the ‘first of their kind’.
The unusual gloves have been developed to tap into Britain’s love of both football and motoring, with the campaign launching amidst the World Cup.
Created in partnership with specialist manufacturer Hannah Wood Studio, the gloves include a grip-enhancing upper designed to provide control of both a steering wheel and a football.
They also feature a wrist strap made from genuine seatbelt material and 40 breathable air holes, representing the 40 clean sheets Seaman recorded during his England career.
Only a limited number of pairs have been produced, each of which have been hand-finished and signed by the former goalkeeper.
Motorway says the campaign is designed to increase awareness of its platform among car sellers, helping to drive more stock into its daily dealer auctions.
As part of the activation, one Motorway dealer partner will also have the opportunity to win a signed pair of the gloves.
Cassie Hall, director of brand and marketing at Motorway, said: ‘Every activation we run has a clear purpose: reach more sellers, drive greater awareness of our platform and bring more quality stock to auction for our dealer partners.
‘This summer, with football fever at its peak, we’ve created something that puts Motorway firmly in the cultural conversation. And we wanted to make sure our dealer partners were part of it too.’
The campaign will run across social media, influencer channels and earned media, supported by a short film featuring Seaman and content created by grassroots goalkeepers.
A clip of the campaign can be seen below.
