As the 2021 Guinness 6 Nations reaches the midpoint, sportswear brand Castore leveraged its athlete ambassador alliance with England Rugby captain Owen Farrell to front a new spot called ‘We Go Again’.
Farrell, one of England’s most successful players who’s career to date already includes three Six Nations tournament wins, five Premiership titles and three European Cups, joined Castore’s sports endorser stable in December 2020 to spearhead the company’s move into rugby union. He was chosen to partner with the apparel brand partly because his focus on the minute details and small margins involved in his sport dovetails with Castore’s new ‘Better Never Stops’ brand ethos.
The Farrell ad, which was created in harness with agency Pitch and which debuted on 25 February ahead of England’s 6 Nations clash with Wales, runs under the Liverpool based sportswear company’s new ‘Better Never Stops’ brand platform which launched with a campaign promoting the titled collection at the start of February.
The spot follows a typical training day in the life of the England captain. It begins with him casting aside a (critical?) newspaper article and then showcases the relentlessness commitment he has become known for: from early mornings, through tough strength training and innovative fitness regimes all showing how he lives out the brand’s ‘Better Never Stops’ philosophy.
It is also the first in a video series featuring Castore athlete ambassador (and shareholders) such as Andy Murray, Adam Peaty and Jos Buttler, as well as brand sponsored teams such as Rangers FC.
The campaign will run through 2021 and will launch athlete-related content during key sporting moments during the year.
“Launching the first athlete-centric film of our Better Never Stops campaign with Owen Farrell is a big moment for Castore and the perfect way to kickstart what is set to be an exciting year for us on the partnerships front,” commented Castore Head Of Partnerships Pascal Lafitte. “The campaign and athletes involved perfectly embody our brand values of passion, innovation and performance, and we can’t wait to launch the other team and athlete content over the coming months. Castore is all about high-performance and we hope that by offering a window into the lives of these top sports stars, the campaign will inspire athletes from all walks of life at a time when so many of us are training alone.”
“Owen transcends sporting emotions through his leadership and constant search for perfection, and this naturally aligns with our values as a brand,” added Lafitte.
Owen Farrell added: “I’m excited to be partnering with Castore. It’s a brand that I think shares my mindset and passion for sport. Having the opportunity to develop a signature boot and apparel range with the Castore team is something I am really looking forward to.”
Comment:
Castore, which also launched flagship alliances with Rangers FC and McLaren Automotive in 2020, was founded by sporting brothers Tom and Phil Beahon back in 2015.
It focuses on innovative sportswear made using patented fabrics and advanced technical engineering primarily across the gym, athletics, running tennis and golf spaces.
Through endorser Farrell, Catsore seeks to steal some of the 6 Nations limelight from official England Rugby shirt supplier Umbro.
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