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White Thinking: Behind the Mask of Racial Identity

Lilian Thuram

We were appointed by publisher Legend Times for 8-week campaign to promote French footballing legend Lilian Thuram book White Thinking. Despite the author speaking little English we were successful in coordinating interviews with the UK national media and exclusives across top tier media for this high profile author.

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White Thinking: Behind the Mask of Racial Identity
by Lilian Thuram

We need to deconstruct the past in order to understand the present – and everything from slavery to the ‘discovery’ of America has had a profound impact on the White thinking that still dominates today.

In his book, World Cup winning footballer and anti-racism activist, Lilian Thuram investigates how our past has impacted the present and examines how we can move forward inclusively in order to challenge White thinking.

In White Thinking, Thuram builds on academic research and his own personal experience to show the damage caused by racial thinking. He invites White people to take the unfamiliar step of considering their race, acknowledging that being White impacts the way they see the world.

Racism is seen across sport, education, politics and more – and Thuram includes examples from his time in the public eye as an international footballer to demonstrate what still needs to change. He presents a new way forward – one that involves acknowledging the past, addressing the way things are, and helping to create an inclusive future liberated from White thinking.

Campaign Highlights


  • The Guardian
  • The Times
  • The Independent
  • EuroSport
  • CNN
  • BBC News
  • The Mirror
  • City AM

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