Summer 2019 saw YORK Athletics Launch a new campaign, called ‘Worth the Fight’, which was fronted by world champion gymnast and athlete ambassador Aly Raisman and which aims to celebrate the spirit of the everyday fighter
The campaign, created in harness with agency Gyk Antler, sees Raisman join a 16-strong line-up of YORK brand ambassadors – including trainers, teachers, creatives and entrepreneurs – to support a campaign which sets out to front a movement to inspire the spirit to fight for your best life.
The campaign encourages people to fight for themselves as a foundational step to making the world a better place and also to adopt a daily practice of mental well-being, physical health, and strong community.
The focal point of the campaign is to promote the Aly Collection products, while spotlighting the brand ambassadors as they practice mindfulness and celebrate their community as they take part in physical training activities.
Campaign content, which is linked by the hashtag #WorththeFight, focuses on rousing the fighting spirit in each and every viewer by kick-starting a conversation around the question ‘what do you fight for?
From a Boston Marathon bomb survivor, to a builder and dancer, they all share their journeys to excel their personal growth and in inspiring others.
According to the campaign PR, the sixteen YORK brand ambassadors all exemplify the values of hard work, authenticity, positivity and commitment to fight for the life they want to live: thus Aly fights for the voices of survivors, Gisella fights to stay true to herself, Edwardo fights for truth etc.
These themes and motivational messages are contained in a series of social videos.
YORK x ALY RAISMAN | Capsule Collection Fall 2019 from York Athletics Mfg. on Vimeo.
YORK x ALY RAISMAN | :10s footwear from York Athletics Mfg. on Vimeo.
YORK x ALY RAISMAN | Why I Joined York from York Athletics Mfg. on Vimeo.
YORK x ALY RAISMAN | Mind Body Soul from York Athletics Mfg. on Vimeo.
The content pieces also aims to steer consumers to join the #WorththeFight conversation themselves and share what each one of them fights for at the campaign’s digital hub at https://yorkathleticsmfg.com/worththefight.
“Aly Raisman is an incredible advocate and athlete who continually strives to make our world a better place. We’re honored to join arms with her as part of our ‘Worth the Fight’ campaign,” said YORK Athletics Co-Founder & CEO Mark McGarry.
“With three generations in the sportswear business and a talented team coming from brands such as Nike and Puma, we are well positioned and eager to put our passion and creativity behind a movement like this. There are many distractions today that can divert us from our goals, values and personal growth. The ‘Worth the Fight’ campaign is about staying focused on priorities and choosing worthwhile battles. We are committed to motivating and celebrating the everyday fighter on their journeys to carve out their own path in life. To us, that is worth the fight.”
“I am really excited about the opportunity to partner with YORK Athletics and be a part of the ‘Worth the Fight’ campaign,” said Raisman.
“YORK is passionate about encouraging people to be their best self while also looking out for one another and inspiring communities to band together. I am trying to fight not only for my friends and the people that I know, but for the people that I don’t know as well because I want to encourage everyone to speak their truth. I believe we all have the ability to make a difference and we are all worth the fight.”
The campaign was created for YORK Athletics MFG Co-Founder & CEO Mark McGarry, Creative Director Elizabeth McGarry and Marketing Director Tami Kirlis by a team at agency GYK Antler and production company Big Brick Productions which included Director/DP Ben Fee, Producer Tyler York, AD Lisa Neville, Movi Op Dylan Law, AC Ian Buchanan, Gaffer Kit DiBendetto, Field Audio John Leonard, PA Spencer Neville, Senior Editor Josh Drake, Editor Ian Messina, with music by Lord Felix.
Links:
YORK Athletics MFG.
https://www.facebook.com/yorkathleticsmfg/
https://www.instagram.com/yorkathleticsmfg/
GYK Antler
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