We got to thinking this week about the nature of the sport briefs we are asked to pitch for. Namely, that the briefs tend not to focus that much on the actual sport. What we are really being asked to do by most sports brands, is to create immersive moments, to align them with art, music, fashion and cultural trends which elevate them beyond the game… which, in our opinion, is where things get really interesting.
Unsurprisingly amidst the Euros and in the run up to the Olympics, we’re all that little bit more conscious of inspirational moments occurring between sport and other industries. Take for example, Simone Biles and Taylor Swift – floor routine meets ‘Are you Ready for It’ – and the joint elevation of two powerhouses at the top of the game. A smart decision made by Simone Biles perhaps in which the ability to go viral is a career coup in itself, aside to the obvious gold medals, and a move described by the media as ‘greatness recognising greatness’.
Sky Brown is another of our favourites right now. The 15 year old world champion skateboarder and surfer has captivated audiences, many unexpected of the usual skateboarding demographic. Made TAG Heuer’s youngest-ever ambassador, we are observing an unusual partnership between skateboarding, street culture and luxury. Though symbiotic relationships between sport and fashion are not unusual – see Michael Jordan and Nike for perhaps one of the most famous examples of how successful this can be – what’s interesting are the movements made by brands where the audience is not one of obvious connection.
Netflix’s latest docu-hit comes in the form of an exploration into the world of the DC Cowboys cheerleaders. A phenomenon in which ‘America’s Sweethearts’ are depicted as far more than professional dancers, but public figures required to make appearances and community acts of service. Notably, the biggest moment in the DC cheerleading calendar is a Christmas performance which sees a major music star perform at halftime. Dolly Parton was documented holding the limelight, and alike the Superbowl, it makes clear the message that sport is not just a game, but entertainment with cultural significance.
Whilst we won’t make claims that situate us in the same stratosphere as the Superbowl, we’re familiar with brands coming to us to help them bring in new audiences. Our ongoing work with Padel Social Club (PSC) is a great example, where our remit rarely crosses into padel itself, but rather the partnerships we can build between padel and other brands or trends to help pull in new members. This has seen us coin Play Dates, PSCs sell-out dating night, and the Padel Summer Social – an annual event centred not just on playing padel, but also on fitness, wellness, live music and f&b.
Right now, we’re also creating campaign ideas for a major sports clothing brand which has played a pivotal role in the legacy of basketball, in game and in style. Again, our role here is to consider the cultural significance of fashion meets basketball, so we’re drawing on hip hop, nostalgia and iconic style to create moments that give credit to a rich vibrant history.
Though different every time, the work we do comes tried and tested from start up brands to the world’s most iconic organisations. Stay tuned with us this summer on Instagram, where we will be sharing our work and those we’re inspired by.