“We decided to create a campaign that strips sport back to its true authentic meaning and taps into its real values; teamwork, sacrifice, sportsmanship and dedication. We feel our audience will relate much more to seeing the behind the scenes of elite sport and everyday athletes than they will to watching high-profile ‘celebrity’ athletes pose and posture,” said European marketing director Michael Price.
Image from print campaign shot by Ben Ingham |
By asking at the end of each advert ‘Are you made of sport?’, the campaign which was created by the ‘180 Amsterdam’ agency encourages viewers to ask themselves what makes them sporty.