High-decibel promotional campaigns have been unveiled by Nike and Adidas promoting competition as a form of motivation as live competitions slowly restart globally.
“Closed gyms and empty stadiums haven’t stopped athletes from pushing forward and using their platforms to help create change. Sport shows us what an equal playing field looks like and reminds us that a better future is possible,” Nike responded by saying in a note.
Nike’s campaign ‘You Can’t Stop Us’ has strikes a chord with people on the Internet, attracting over 31 million views across YouTube in only two days.
https://twitter.com/Nike/status/1288845608694902786
It shows 53 athletes from 24 sporting fields, along with the Indian women’s cricket team, in a motivating video clip, sweating that out on the ground.
Manish Sapra, senior marketing director, Adidas India stated, “Sport is keeping people physically active and mentally healthy. It’s our responsibility to inspire optimism and hope. The whole world is facing one problem. As a global brand, it’s a unique moment where our ready for sport campaign almost seamlessly connects with every single person globally.”
Adidas also released the film ‘What’s One More’ under the ‘Ready For Sport’ promotional sequence to encourage and empower all competitors as they train for the 2021 tournaments after several sporting competitions were delayed this year.
“It’s a humongous task to find such footage which is shot in different speed and then adjust it to bring it together. On top of that to bring different frames in a way that the underlying storyline emerges so strongly is no mean feat,” Suresh Eriyat said, founder and creative director, Eeksaurus Studios.
D. Ramakrishna, founder of Cartwheel, a Mumbai-based independent creative consultancy, stated “It’s a great time for brands to articulate what they stand for. People are ready to read more, watch more, do more, think more and plan more.”
“You Can’t Stop Us”
The film discusses how such delays and cancellations have impacted players’ physical and emotional well-being, while also observing how they have taken use of this opportunity to brace themselves optimistic for their return to the team.
This addresses the unity of different sports, and often focuses on topics of ethnicity, class, orientation, color and nationality inclusion.
The video clip includes 53 athletes from 24 categories of sports. This was created by analyzing over 4,000 bits of video, and illustrates the similar features used by athletes around the world.
