A week ahead of the start of UEFA Euro 2020, Red Bull leveraged spiking interest in the tournament through its endorser tie-up with England and Liverpool full back Trent Alexander-Arnold via a feature-length documentary titled ‘Trent Vision’ linked to a limited edition can promotion and a training-inspired gaming strand.
Over the last six months Red Bull has been working with Alexander-Arnold to improve his game by teaming him up with sports vision expert Dr Daniel Laby and the film showcases how the defender has had his eyes fully opened to the power of vision and the impact it can have on on-field performance.
From neuro-tracker testing to picking out passes in virtual reality, the video offers viewers an unrivalled insight into how even athletes at the top of their game continue to strive to be the best they can be.
The documentary, created by Red Bull Media House, is part of the Red Bull Pro campaign which sets out to provide sport fans with unprecedented access to some the UK’s most successful athletes to see how they go about their daily lives, and train to stay at the top of their game.
The film, launched on 4 June, shows how the defender responded to missing out on previous England squads by working to improve visual awareness, visual concentration and target tracking by linking up with Dr Laby (who has experience working with some of the world’s leading sports teams such as the Boston Red Sox, Boston Celtics and the Los Angeles Dodgers) for a bespoke six-week training programme training with neuro-tracker testing and AVTS vision tests.
The improvements in his eyesight have been tangible – noticeably he now has sharper vision (up by 44%), has increased his visual concentration and multiple-object tracking ability (up by 241%), and has quicker reaction and processing time (36% increase). It was also found that as a direct result of the training, Trent’s vision is now as good as humanly possible – 20:10 vision.
To support the docu-film launch, Red Bull also created 60 million special edition ‘Trent Cans’ which are in circulation in the UK through the Euros. The special edition can design includes a QR that enables the buyer that links back to the Red Bull Pro Hub and play the specially made ‘Train Like Trent’ game. A platform where visitors can take on the same training modules Trent took on and compare their scores with the man himself.
“I’m always looking for new ways to train and improve my game, so when Red Bull came to me with this opportunity I said yes immediately,” explained Alexander-Arnold. “Marginal gains are huge in any sport, especially football, and when you’re competing against the world’s best players, even a one percent improvement can make a huge difference.”
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The film was created by global media company Red Bull Media House which produces, publishes, distributes and licenses high-quality sport, entertainment and educational programming from the areas of sport and lifestyle, nature and science and tradition and inspiration. Its product portfolio includes sport and lifestyle programming, documentaries, feature films, music, games and mobile apps, as well as print and online magazines for audiences all over the world deployed across multiple media channels and on all types of devices.
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