Intersport #WorkINS is a social space designed to make people feel welcome, give them a voice and to bring sport indoors for customers and non-customers alike.
#WorkINS, is based around indoor training sessions for sports that usually take place outside or in groups – such as football and running.
It is hosted on Intersport’s global and local Instagram channels and curated by coaches from around the world: sessions require minimal or no equipment – just a phone and a desire to move.
Developed in partnership with agency We Are Pi, the project was brought together in just over 72 hours and is a response to what it was hearing from its customers and followers around the world.
The sports retailer, which has around 700 own stores and a presence in 5800 locations in 65 countries, exists within thousands of local sporting communities around the world.
And as Covid-19 brought millions of people indoors the Swiss headquartered company began hearing from individuals that they were missing their activities (routines, workouts, teams and terrains) and more importantly they were missing the benefits of that activity (camaraderie, energy, stress-relief and humanity).
So Intersport and creative agency We Are Pi gathered together a group of creatives, designers, marketers, strategists and sports trainers to provide a solution to the challenge.
The teams collaborated remotely and moved from concept to delivery in three days.
The first #WorkINS are hosted by Nike Master Trainers Rowen Aida, Seb Kneissl and Lee Grantham who teach running conditioning, yoga and strength training.
In the coming weeks #WorkINS will expand into new categories with an emphasis on different, fun and exciting types of fitness and weekly schedules are being posted each Monday.
The promotional creative urges people to join the journey to stay moving, healthy and connected.
“We created #WorkINS as a social initiative to keep people connected to the community that helps them feel healthy, energised, focused, sweaty and happy, despite the social isolation. We hope it’s useful and inspiring to people everywhere seeking motivation,” explained We Are Pi CEO Alex Bennet Grant.
Intersport Senior Manager For Global Brand Marketing Diogo Pinheiro added: “We want to thank our community, partners and coaches for creating the #WorkINS movement so quickly. No matter what your sport is we will be there with enthusiasm and advice to help you keep practicing! We can’t wait to hear how everyone gets on.”
The initiative was created for Intersport Senior Manager Of Global Brand Marketing Diogo Pinheiro and General Marketing Manager Christoph Frechen by We Are Pi.
The work was spearheaded by Seth Josephs, Nick Fatouris and Fleur Ellis and other members of the agency team included Chief Executive Officer Alex Bennett Grant, Executive Creative Director Barney Hobson, Head Of Strategy Mark Lester, Senior Strategist Danny Marsh, Business Director Agathe Derrstroff, Senior Account Director Dave Matthews, Design Lead Seth Josephs, Design & Animation Nick Fatouris, Designer Fleur Ellis, Senior Production Director Kim Buttery, Business Affairs Director Barrie Williams, with talent handled by Rowen Aida, Lee Grantham and Seb Kneißl
Comment:
#WorkINS was developed to meet a need and also as a responsive extension of the company’s recently launched ‘Wherever You Take Sport’ brand platform: which brings to life its mission to help people find their place at the heart of sport (see case study).
This initiative has seen the retailer champion the unexpected places people participate in sporting activities around the world.
And now the focus has adjusted to staying fit and playing sport inside the home.
The Intersport initiative follows similar initiatives from other companies in the sports space: particularly sportswear and apparel brands who are supporting people to adapt to a world without outdoor sport or much outdoor exercise.
For example, Nike encouraged people to ‘Play Inside’ in a PSA style ad campaign and made its premium training app free of charge during the outbreak (see case study), while Adidas launched a social media based #HomeTeam virtual events platform for hearts, minds and bodies spanning exercise, wellbeing, education, entertainment, creativity and gaming (see case study).
Links:
Intersport
https://www.youtube.com/user/GroupeIntersport
https://www.facebook.com/intersport.france/
https://twitter.com/intersport_fr
https://www.instagram.com/intersportfr/
We Are Pi
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