US Track Star Allyson Felix Fronts Logitech Post Olympic ‘Defy Logic’ Campaign

11 August saw US track super star Allyson Felix front a new campaign for Swiss computer peripherals, software and gaming giant Logitech called ‘Defy Logic’.

Spearheaded by a hero 30-second spot, the campaign celebrates the athlete’s latest achievements after her Tokyo performances saw her become the most decorated American track and field athlete in history with a total of 11 medals. Felix won gold in the sprint relay during which she wore her own new signature shoe from her new brand Saysh.

Indeed, the Logitech campaign features the new shoe brand which features its own technology and showcases Felix’s journey as both a professional athlete and mother to her two-year-old daughter Camryn. As part of the company’s ambassador partnership with Felix, the computing brand worked with the athlete and helped provide the tools she (and her brother) used to conceive, develop and launch her new line virtually during the pandemic.

The ad starts in black and white and features Felix’s voiceover stating that there’s a need to defy ‘old logic’ with ‘new logic’ over visuals of her running, her C-Section scar and her daughter.

“Old logic says success is determined by wins. It says you can’t be a mother and a professional athlete. That you can’t take on giants,” says Felix as the camera zooms in on a pair of track shoes she’s holding on the beach in black and white. (Such footage appears similar to shots in the spot Felix introduced last week for Saysh.)

Felix then puts on her Saysh shoes and the spot transitions to colour while she says: “New logic says watch me. Watch me become the most decorated track and field athlete in the world. Watch me start a brand designed by women, for women. When old logic holds us back, it’s up to us to defy it.”

The campaign, which was created by Vice’s creative agency Virtue and was directed by Bianca Poletti runs across US TV, on social, digital and streaming apps.

“It’s women like Allyson Felix who embody what we mean by ‘Defy Logic,’” said Logitech Global Chief Marketing Officer Najoh Tita-Reid. “Not only is she the best track and field athlete of all time, but she is an inspiration far beyond the sport; as a mother, an activist, entrepreneur and business owner. We are proud and inspired to have the opportunity to collaborate with her as she launches Saysh.”

The spot even takes a subtle dig at Felix’s former sponsor Nike, which she left two years ago after being among one of several athletes to criticize the brand for being penalized for becoming pregnant. Felix, along with fellow US Olympic star Simone Biles, signed with Athleta.

Comment:

This umbrella campaign launched at the start of the year with a Super Bowl ad starring Lil Nas X.