Andy Murray Fronts Castore Tennis Label AMC ‘Better Never Stops’ Campaign

In the last week of April, British sportswear brand Castore launched a new ‘Better Never Stops’ campaign for its tennis sub-label AMC on- and off-court clothing fronted by Andy Murray.

The digital-first campaign was spearheaded by a hero video featuring the two-time Wimbledon Champion and double Olympic gold medallist who is also a Castore shareholder as well as an athlete ambassador and, of course, the naming inspiration behind the AMC (Andy Murray Castore)collection.

Moodily shot in an indoor tennis centre, the spot features the collection’s ‘Bold Performance Tee’ and ‘Classic Technical Shorts’ while showcasing the resilience and work ethic that took the Scottish star to number one in the world and sees him aim to return to elite competitive tennis following a long series of injuries.

The ethos and messaging behind the creative continues Castore’s focus on the ‘Better Never Stops’ brand idea based around a physical and mental commitment to push yourself further every single day.

“Better Never Stops is a mentality that is required to reach the top of any sport, this is not only true in how you prepare, train, recover and play, but also what you wear. We have worked hard to ensure that we are developing the best tennis apparel there is in the market, whether that is fit, comfort or performance,” commented Murray in there accompany campaign PR.

“I’m working tirelessly every day to get back on the court, being meticulous with training, preparation and recovery and I know the team at AMC are doing the same.”

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