Tag: Research

Dove ‘Hard Knocks’ Spotlights How Girls’ Body Insecurity Stops Them Reaching Sporting Potential

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

Planet Fitness Targets Teens With Social ‘Repisode’ Series For Free ‘High School Summer Pass’ Gym Access

Launched in late Spring, US gym chain Planet Fitness offered students free gym access to help boost their mental health in the third annual iteration of its’ High School Summer Pass’ program which provides teenagers with free access to the chain’s 2,400 gyms across the country all summer.    To promote the initiative, Planet Fitness… Continue reading Planet Fitness Targets Teens With Social ‘Repisode’ Series For Free ‘High School Summer Pass’ Gym Access

LEGO Group Teams Up With Female Football Stars To Inspire Kids To ‘Play Unstoppable’

A team of athlete ambassador super stars from the world of women’s soccer linked up with The LEGO Group to champion the way that girls play on and off the pitch in an initiative called ‘Play Unstoppable’.   Players from leagues and countries across the globe – including former USA Women’s team Captain Megan Rapinoe,… Continue reading LEGO Group Teams Up With Female Football Stars To Inspire Kids To ‘Play Unstoppable’

Adidas ‘The Ridiculous Run’ & Study Highlights Female Running Fears & Drives Male Attitudinal Change

In March, adidas released a campaign called ‘The Ridiculous Run’ to highlight the findings of brand research documenting the fears women have whilst out running and the lengths they go to in order to feel safe.   Adidas sought to highlight how safety is a major issue for women when running and point out the unfair… Continue reading Adidas ‘The Ridiculous Run’ & Study Highlights Female Running Fears & Drives Male Attitudinal Change

ASICS Australian ‘Live Uplifted’ Campaign Fronted By The Block TV Star Keith Schleiger

Keith Schleiger, the frontman of Aussie TV show The Block and new sportswear brand endorser, heads a country-specific strand of ASICS global ‘Live Uplifted’ campaign which encourages Aussies to get moving   The campaign, created with agency Lampoon Group, sees the nation’s favourite reality renovation show foreman (widely known as ‘The Blockinator’) seek to encourage… Continue reading ASICS Australian ‘Live Uplifted’ Campaign Fronted By The Block TV Star Keith Schleiger

Asics ‘Mind Race’ Asks Athletes Not To Exercise For A Week To Assess Mental Health

Asics continued to flip the typical sports marketing approach with a research-led initiative called ‘Mind Race’ which asked athletes not to exercise for seven days so that the brand could gain insights into any negative impact lack of movement might have on mental wellbeing.   The initiative, developed in harness with agency partner Golin, ‘Mind… Continue reading Asics ‘Mind Race’ Asks Athletes Not To Exercise For A Week To Assess Mental Health

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

Dreams & Ambassadors Jawad & Whiley Launch Paralympic GB ‘Winning Bedtime Routine’ Campaign

With under 100 sleeps to go before 2020 Tokyo Paralympics, UK bed retailer Dreams launched a new campaign built around athlete bedtime routines and fronted by two new ParalympicGB ambassadors – Ali Jawad and Jordanne Whiley – which activated its partnership with team ParalympicGB ahead of the Games.   The activation was based around Dreams… Continue reading Dreams & Ambassadors Jawad & Whiley Launch Paralympic GB ‘Winning Bedtime Routine’ Campaign

Non Profit ‘Women In Football’ Network Restates Its Manifesto And Launches New Brand

Women In Football (WIF) – a network of professionals working in the football industry committed to supporting and championing their peers – embarks on a new growth phase it rolled out a brand platform in October restating its purpose with a new manifesto and brand refresh.   WIF – which focuses on sharing professional expertise,… Continue reading Non Profit ‘Women In Football’ Network Restates Its Manifesto And Launches New Brand

ASICS ‘Run To Feel’ Initiative Leverages Global Running Day & Running’s Pandemic Boom

During lockdown running all across the world has spiked and to help maintain this rise in running, ASICS launched an initiative called ‘Run To Feel’ which seeks to support runners and help them stay active and connected through a series of linked new initiatives fronted by a new campaign.   The project was launched with… Continue reading ASICS ‘Run To Feel’ Initiative Leverages Global Running Day & Running’s Pandemic Boom

Billie Jean King & Her Iconic 1973 Blue Shoes Fronts Multi-Strand Adidas ‘Here To Create Change’ Platform

Tennis icon and women’s sporting legend Billie Jean King fronts a new multi-strand ‘Here To Create Change’ initiative from Adidas.   Timed to leverage spiking tennis interest around the US Open, the 39 time Grand Slam champion’s launch strand of this integrated initiative revolves around a project to transform any pair of sports shoes –… Continue reading Billie Jean King & Her Iconic 1973 Blue Shoes Fronts Multi-Strand Adidas ‘Here To Create Change’ Platform