AI Gets Creative

If you are a sports marketer convinced that AI will only affect those in roles like data and media and that it won’t really affect creatives because you believe that truly original ideas, beautiful artistic executions and finely crafted copy are the sole preserve of the human mind, skill and spirit….then you may need to… Continue reading AI Gets Creative

Puma’s Performance & Speed Focused #ForeverFaster ‘See The Game Like We Do’ Is Brand’s Biggest Global Brand Campaign Ever

Focusing on speed and performance and rolling out ahead of a summer of blockbuster sporting events, April saw Puma launch its largest marketing investment ever in the form of a global brand campaign titled ‘Forever. Faster. – See The Game Like We Do’. This multi-market, multi-sport marketing burst emphasis speed and sporting performing across its… Continue reading Puma’s Performance & Speed Focused #ForeverFaster ‘See The Game Like We Do’ Is Brand’s Biggest Global Brand Campaign Ever

Adidas Expands #YouGotThis Via Trio Of Pressure-Free, Fun-Only Films Featuring Edwards, Fishel, Martinelli, Pereira, Cerundolo & Aliassime

Adidas continued to build its new umbrella ‘You Got This’ marketing platform through February and March with a trio of online films featuring a lineup of young Adidas ambassadors – including Anthony Edwards, Mia Fishel, Gabriel Martinelli and Andreas Pereira, plus Francisco Cerundolo and Felix Auger Aliassime – which all explore how they might play… Continue reading Adidas Expands #YouGotThis Via Trio Of Pressure-Free, Fun-Only Films Featuring Edwards, Fishel, Martinelli, Pereira, Cerundolo & Aliassime

Britannia Leverage ‘Team India’ Partnership For Paris 2024 Via Integrated #HungryForGold Activation

Indian multinational food giant Britannia leveraged its Indian Olympic Association (IOA) partnership in mid-March through a multichannel campaign encouraging the country’s hunger for sports other than cricket called #HungryForGold. Objective Britannia teamed up with agency Talented and JSW Sport to project a new sporting image for India: one that is inclusive and champions multiple sports.… Continue reading Britannia Leverage ‘Team India’ Partnership For Paris 2024 Via Integrated #HungryForGold Activation

Optimum Nutrition Integrated Global Campaign Urges All Athletes To ‘Unlock More You’

Optimum Nutrition, the sports nutrition brand owned by Glanbia Performance Nutrition (GPN), released a global communications campaign on 4 March titled ‘Unlock More You’ and showcasing how the product helps unlock sporting moments of achievement and celebration. Developed in partnership with creative agency TBWA (Dublin), which was appointed as Optimum Nutrition’s global brand agency in… Continue reading Optimum Nutrition Integrated Global Campaign Urges All Athletes To ‘Unlock More You’

NatWest & Team GB Olympic Stars Encourages Everyone To Reach Their Goals In ‘Let’s Get Going’

February saw NatWest fire the starting gun on its Team GB Olympic partnership activation with an integrated campaign called ‘Whatever Your Goals, Let’s Get Going’ which features a strong line-up of British medalists striving to reach their goals and encouraging everybody to do the same. The finance brand will bring this Paris 2024 partnership to… Continue reading NatWest & Team GB Olympic Stars Encourages Everyone To Reach Their Goals In ‘Let’s Get Going’

Paralympics Australia Launches ‘Imagine What We Can Do’ Campaign Ahead Of Paris 2024

9 February saw Paralympics Australia launch a new campaign aimed at encouraging Australians to throw their support behind the Paralympic team ahead of the 2024 Paralympic Games in Paris. Titled ‘Imagine What We Can Do’, the campaign was developed by Publicis Worldwide Australia and inspired by Paralympics Australia’s new brand positioning ‘Imagine What We Can… Continue reading Paralympics Australia Launches ‘Imagine What We Can Do’ Campaign Ahead Of Paris 2024

Adidas Leverages Big Game To Launch Global ‘You Got This’ Brand Campaign With Endorsers & Neuroscientists Helping Athletes Handle Pressure

On 11 February, a day ahead of Super Bowl LVIII, adidas launched a new global brand campaign called ‘You Go This’ featuring a strong line up elite endorsers and amateur athletes which sets out to help athletes handle sporting pressure. The global content series, which is led by a spearhead spot, features a team of… Continue reading Adidas Leverages Big Game To Launch Global ‘You Got This’ Brand Campaign With Endorsers & Neuroscientists Helping Athletes Handle Pressure

Under Armour Uses ChatGPT & Player Ambassadors To Write ‘The Ultimate Team Talk’

Under Armour leveraged artificial intelligence (AI) and human insights to take the classic pre-game hype speech to the next level for a global brand campaign called ‘The Ultimate Team Talk’ which blended new tech with insights from elite soccer stars like Trent Alexander-Arnold and Antonio Rüdiger.   According to the advertiser, the script was crafted… Continue reading Under Armour Uses ChatGPT & Player Ambassadors To Write ‘The Ultimate Team Talk’

Sky Sports Celebrates ‘Greatest Show On Earth’ Via Ad Starring Some Of World Sport’s Top Stars

A late July ‘The Greatest Show On Earth’ brand campaign from sports broadcaster Sky Sports – timed to debut ahead of the 2023/24 Premier League Season – features some of the biggest names from the world’s biggest sports including Jack Grealish, Erling Haaland, Lewis Hamilton, Lauren James, Emma Raducanu, Jon Rahm, Ben Stokes, Ella Toone… Continue reading Sky Sports Celebrates ‘Greatest Show On Earth’ Via Ad Starring Some Of World Sport’s Top Stars

X Games, Amtrak & SoCal Tourist Boards Partner For Train Wrap & Ticket Offers

Local US tourist board Visit Ventura partnered with US rail giant Amtrak and the X Games on a joint late June/Early July marketing program focusing on sustainable travel and revolving around a giant train wrap to promote taking the train to X Games California 2023.   First-time partners X Games and Amtrak spearheaded the ecology-minded… Continue reading X Games, Amtrak & SoCal Tourist Boards Partner For Train Wrap & Ticket Offers

Telco U Mobile ‘Unbeatable’ Supports Team Malaysia At Special Olympics World Games Berlin 2023

Malaysian Mobile telecommunications provider U Mobile activated its role as the main sponsor of the Special Olympics Malaysia (SOM) team through an integrated campaign revolving around being ‘Unbeatable’ which leveraged the Special Olympics 2023 World Games Berlin and its own ‘Unbeatable Together’ theme.   Bringing to life the telco company’s umbrella strategy of celebrating the… Continue reading Telco U Mobile ‘Unbeatable’ Supports Team Malaysia At Special Olympics World Games Berlin 2023