On 2 February, Unilever owned beauty behemoth Dove revealed its first Game Day ad since 2006. Developed by Ogilvy, ‘Hard Knocks’ is a campaign that sheds light on the body insecurities young girls often deal with, which can prevent them from realizing their potential in sports. The spearhead spot, which utilizes the iconic theme song… Continue reading Dove ‘Hard Knocks’ Spotlights How Girls’ Body Insecurity Stops Them Reaching Sporting Potential
Tag: Programme
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’
Kids Coaching Collaborative ‘Play Their Way’ Aims To Transform UK Children’s Coaching
‘Play Their Way’, a new Sport England and National Lottery funded initiative led by the Children’s Coaching Collaborative, was launched in late May at Peckham BMX Club in South London with an integrated campaign that brought to life the project’s aims of transforming the way children and young people are coached in sport and physical… Continue reading Kids Coaching Collaborative ‘Play Their Way’ Aims To Transform UK Children’s Coaching
Gymshark66 New Year Initiative Based On research Showing 80% Of Resolutions Fail
Gym apparel challenger brand Gymshark leveraged the traditional New Year fitness period with a non-traditional ‘Dream Small’ marketing initiative based around brand research showing that 80% of all resolutions fail ‘because they are too big’. The January Gymshark66 project and ad campaign – which actually launched on 30 December 2022 with a lead online… Continue reading Gymshark66 New Year Initiative Based On research Showing 80% Of Resolutions Fail
Mondelez ‘Biskuat Academy’ Helps Nurture The Next Generation Of Footballers In Indonesia Campaign Led by FC Persigawa Founder Aji
Mondelez Biskuat, a famous biscuit in Indonesia, rolled out a campaign in September which marked the return of the ‘Biskuat Academy’: a long-running sports marketing programme reinforcing the brand’s values-led mission to nurture true inner strength amongst the country’s children. Developed by Leo Burnett Indonesia and produced through Directors Think Tank (Malaysia), the campaign… Continue reading Mondelez ‘Biskuat Academy’ Helps Nurture The Next Generation Of Footballers In Indonesia Campaign Led by FC Persigawa Founder Aji
Under Armour Promotes Youth Sports Commitment Via ‘The Only Way Is Through: Gift of the Game’ Campaign
Through early 2022 Under Armour has doubled down on its commitment to make youth sports more accessible through an international programme and connected marketing campaign based around identifying and addressing barriers to participation and providing the resources, support, opportunities and inspiration to overcome them. In January Under Armour announced a new commission to its… Continue reading Under Armour Promotes Youth Sports Commitment Via ‘The Only Way Is Through: Gift of the Game’ Campaign
Sport NZ Inspires Young Women To Stay Active Their Way In #ItsMyMove
Sport New Zealand launched an integrated campaign in February called #ItsMyMove which aims to help young women get and stay active their way. The initiative has been developed to address declining physical activity levels amongst teenage girls across the country, so the campaign targets young women, parents, caregivers and sector leaders. The marketing push… Continue reading Sport NZ Inspires Young Women To Stay Active Their Way In #ItsMyMove
Gatorade Leverages NBA All-Star Weekend To Launch ‘Fuel Tomorrow’ Accessibility & Inclusivity Initiative
Gatorade used the 2022 NBA All-Star Weekend to debut a new multi-channel campaign promoting its ‘Fuel Tomorrow’ initiative which focuses on youngsters and aims to get them engaged with and participating in sport by lowering barriers to entry. The project will see Gatorade team up with its athlete ambassador stable to not only raise awareness of… Continue reading Gatorade Leverages NBA All-Star Weekend To Launch ‘Fuel Tomorrow’ Accessibility & Inclusivity Initiative
LTA (Re)Launches ‘Colour Holders’ Programme For All Players Who Have Ever Represented Britain
The first week of December saw The Lawn Tennis Association (LTA), the UK’s tennis national governing body, roll out a new ‘Colour Holders’ online initiative which sets out to acknowledge and celebrate players who have represented Great Britain at tennis. From the early 20th Century right up until the 1980s, all players representing Great… Continue reading LTA (Re)Launches ‘Colour Holders’ Programme For All Players Who Have Ever Represented Britain
Tennis Canada & National Bank ‘Girls, Set, Match’ Seeks To Inspire Young Female Tennis Players
Partnering with National Bank, Tennis Canada launched a new long-term gender equality strategy with a new campaign called ‘Girls, Set, Match’ which showcases talent and resilience of young women through sport. The campaign, created by agency Sid Lee, launched at the start of June and primarily focused on the retention of young women and… Continue reading Tennis Canada & National Bank ‘Girls, Set, Match’ Seeks To Inspire Young Female Tennis Players
Converse’s Young Leaders All Star Captains Creative Activism Campaign & Partnership Programme
A new youth-focused marketing campaign from Converse, linked to the sneaker brand’s new $1m young leaders accelerator program, is introduced with a new commercial which was inspired by a viral video created by James Mathew and Ify White-Thorpe – two students campaigning for president and vice president of Harvard’s student council. That video featured a rap about how… Continue reading Converse’s Young Leaders All Star Captains Creative Activism Campaign & Partnership Programme
The English FA & Disney Team Up To Teach Girls Football Literacy & Boost Physical Excercise
Early November saw The Football Association (The FA) and Disney UK team up on a new practical, programme-led initiative to support girls getting more physically active and teach footballing skills through imaginative play-based, Disney-inspired engagement. The partnership, which also includes the Youth Sport Trust and National Literacy Trust, revolves around a pair of programmes… Continue reading The English FA & Disney Team Up To Teach Girls Football Literacy & Boost Physical Excercise
