A sustainability partnership between repurposing sportswear design outfit (re)boot and Major League Soccer (MLS) franchise Inter Miami and agency AKQA Bloom turned the club’s discarded official team kits and used training gear into a new collection of jersey’s and apparel for Inter Miami’s Academy – thus introducing the league’s first circular, no waste apparel model.… Continue reading Inter Miami, (re)boot & AKQA Bloom Tackle Sport’s Waste Crisis With Recycled Academy Collection
Tag: Footwear
Reebok ‘Life is Not a Spectator Sport’ Series Blurs Magical Realism & Athletic Prowess
The US based sports, fitness, footwear and clothing company Reebok continued its return to the brand’s marketing origins built around empowering individuals to work hard by reviving its 1984 ‘Because Life is Not a Spectator Sport’ with a series of contemporary, cinematic films Creatively led by its in-house agency model (established in 2021) and… Continue reading Reebok ‘Life is Not a Spectator Sport’ Series Blurs Magical Realism & Athletic Prowess
Sportswear Brand On Champions Refugee Athlete Lobalu Via ‘The Right To Race’ Docu-Film
Swiss sportswear brand On’s ‘The Right to Race’ docu-film tells a powerful story about belonging and resilience with a focus of Dominic Lokinyomo Lobalu – a runner originally from South Sudan looking to compete in Switzerland On sponsors long-distance runner Lobalu and leveraged to the ambassador tie-up by telling his story in a documentary short released… Continue reading Sportswear Brand On Champions Refugee Athlete Lobalu Via ‘The Right To Race’ Docu-Film
PUMA Campaign Celebrates ‘The 1975 OG’ Female Football Stars Of The First Australia/New Zealand International
Leveraging spiking women’s soccer interest around the upcoming 2023 FIFA World Cup, Puma Australia and Puma New Zealand’s ‘1975 OGs’ campaign shines a spotlight on the players who starred in the historic first international match between the two nations back in 1975. Launched on 11 June and created in harness with sport and entertainment… Continue reading PUMA Campaign Celebrates ‘The 1975 OG’ Female Football Stars Of The First Australia/New Zealand International
Hoka’s ‘Fly Human Fly: Murmuration’ Integrated Global Campaign Champions Community & Movement
Mid-June saw disruptive sneaker brand Hoka launch the largest global integrated marketing campaign in its history with creative based around the concept of ‘murmuration’ – a flocking behaviour amongst birds. Running within the umbrella ‘Fly Human Fly’ brand platform which Hoka debuted in 2022 (and uses the #FlyHumanFly hashtag and tagline), the Deckers Brands-owned… Continue reading Hoka’s ‘Fly Human Fly: Murmuration’ Integrated Global Campaign Champions Community & Movement
Foot Locker Celebrates Summer Of Basketball With European ‘Summer Jam’
Global sports shoe retailer Foot Locker celebrated a summer of basketball in Europe through a series of hoops related activations and experiences running between June and August under the title ‘Summer Jam’. The brand backed, multi-national programme is anchored by a three-month long ‘Pan European 5v5 Tournament’, plus it also includes the unveiling of… Continue reading Foot Locker Celebrates Summer Of Basketball With European ‘Summer Jam’
Cox’s ‘A Poem To Move The World’ Fronts ASICS Euro ‘Nothing Feels Better’ Mind & Body Campaign
The start of June saw ASICS launch a UK poetry-led ‘Nothing Feels Better: Make The World Move’ campaign encouraging the country to get moving to improve their mental and physical health whilst raising money for charity Mind. The integrated creative, spanning social, paid and earned media, seeks to show how movement has a positive… Continue reading Cox’s ‘A Poem To Move The World’ Fronts ASICS Euro ‘Nothing Feels Better’ Mind & Body Campaign
Dick’s Sporting Goods & Nike/Jordan Ambassadors Front ‘Sport Changes Lives’ Campaign Phase 2
Dick’s Sporting Goods partnered with Nike and a team drawn from the Beavertown sportswear giant’s athlete ambassador stable for the US retailer’s biggest marketing partnership to date and the second wave of its ‘Sports Changes Lives’ campaign. Like the first campaign phase, the campaign message is based around how sport changes lives and the… Continue reading Dick’s Sporting Goods & Nike/Jordan Ambassadors Front ‘Sport Changes Lives’ Campaign Phase 2
Nike & R/GA Encourage Us To Give Our Old Gear New Life in Latest Sustainability Campaign
A Nike sustainability initiative called ‘Get ‘Em Back In The Game’ launched in late Spring 2023 to encourage Nike owners to extend the lifespan of their products. Aimed at emphasising the importance of ongoing action and behavioural change and leveraging existing internal projects such as Nike’s ‘Move To Zero’ carbon commitment and external initiatives… Continue reading Nike & R/GA Encourage Us To Give Our Old Gear New Life in Latest Sustainability Campaign
Foot Locker’s Summer 2023 ‘Bring The Heat’ Campaign Aims To Inspire & Unite Young Creatives
Foot Locker Europe launched its new Summer 23 Collection campaign, called ‘Bring The Heat’, which suggests a ‘Summer Refresh’ for the sports shoe retailer’s biggest launch of the summer season and seeks to inspire and unite the continent’s creative young community connected through sneaker culture with the aim of unlocking their ‘inner sneakerhead’ and express… Continue reading Foot Locker’s Summer 2023 ‘Bring The Heat’ Campaign Aims To Inspire & Unite Young Creatives
New Balance Film & Media Tie-Up Turns Highsnobiety All Grey For Sportswear Brand’s ‘Grey Day 2023’
Like Nike’s ‘Air Max Day’ and Amazon’s ‘Black Friday’, each year New Balance declares 12 May as ‘Grey Day’. The Boston-based sportswear brand annually dedicates one day in May to celebrate and honour the signature colour that it has become known for worldwide. To mark this special day in the sportswear brand’s own calendar,… Continue reading New Balance Film & Media Tie-Up Turns Highsnobiety All Grey For Sportswear Brand’s ‘Grey Day 2023’
Craft Sportswear Print Ad Helps Göteborgsvarvet Half-Marathon Runners
Leveraging the lead-up to world’s largest half-marathon – Gothenburg’s ‘Göteborgsvarvet’ which was held on 13 May in 2023 – apparel brand Craft Sportswear rolled out a simple print ad amplified across social media which reminded readers and runners that there is only one thing that marathoners need to do: ‘Put one foot in front of… Continue reading Craft Sportswear Print Ad Helps Göteborgsvarvet Half-Marathon Runners
