For The After Hours Athletes

Insight

When it comes to sporting brands, sport has always been portrayed as a war with the athletes compared to warriors, but not everyone wants to go to war, most of us just want to play.

Idea

The everday athletes who play afterhours are just as important as those who compete on the field.

Execution

A repositioning of athletics as something that can be enjoyed in all walks of life, with an integrated campaign that turns everything into a game.

Notes

Interesting repositioning, would have been a bold one to sell into client.