INTERSPORT’s latest ‘You Never Sport Alone’ creative continues its aim of connecting people to sports communities to help them stay fit, healthy and motivated.
Mid-February saw the launch of a new spot titled ‘Wherever You Are Running’ which expands the sports retailer’s #YouNeverSportAlone global campaign which spans INTERSPORT’s owned channels and launched in mid-January with a spot called ‘Wherever You Are Training’.
The idea is that, even for those who run or work out solo, they are never alone because regardless of the location, exercise, style, or terrain, there is a local community encouraging and supporting and that INTERSPORT is part of that collective support network offering the connections, equipment, products and motivation consumers need to thrive.
‘You Never Sport Alone’ focuses on the running and training categories and aims to act as both a celebration of the role of community at the heart of sport, as well as a brand declaration of its ongoing commitment to provide communities with the support, motivation, advice and gear they need to thrive.
INTERSPORT’s own research into and relationships with local sporting communities through its staff, shops, partnerships and participatory marketing and programmes has led the brand to believe that a shift is occurring in the running and training spaces which is seeing activities previously seen as solo sports are evolving into more communal and team sports at grassroots level fuelled by crews, teams, gyms and technology.
Thus, this campaign highlights not just the pandemic-driven shift to digital and home workouts, but also the move from solo to communal.
The campaign, which links its content pieces with the #INTERSPORT #TheHeartOfSport #WhereverYouTakeRunning #YouNeverSportAlone hashtags, was created in harness with agency WE ARE Pi and runs as part of the brand’s umbrella ‘Heart Of Sport’ brand platform.
Partly driven by social-cultural changes and a desire for connection during a period when people are increasingly isolated, this trend is being supported by technology platforms like Strava, Zwift, Instagram and Whatsapp which enable local communities and scattered friends to meet online and INTERSPORT aims to ensure that it’s staff are right there too.
On Instagram, the brand connects with sports enthusiasts through social sports advice series, Q&A sessions, sport-specific clubs and tips and tricks, as well virtual workouts – ‘WorkINs’.
On Strava, local staff offer advice and share routes, runs, rides, as well as themselves competing in virtual events.
“Local sporting communities play a crucial role by providing invaluable support and motivation. The INTERSPORT staff in every store around the globe not only just serve these communities, but in many cases are a part of them, too,” explains INTERSPORT International Corporation CEO Steve Evers. “This campaign is a celebration of what these communities can achieve together, and the role INTERSPORT plays in making sure they have the product, advice and enthusiasm they need.”
WE ARE Pi Strategy Director Danny Marsh added: “Whether people are meeting in person or online, this campaign shows INTERSPORT’s unwavering value to, and consistent support of local sporting communities.”
Comment:
This campaign reflects INTERSPORT’s strategy of celebrating and participating in the lives of local sport enthusiasts around the world by fusing digital and physical worlds together and ensuring their own staff participate with and support customers on these platforms.
The latest work follows on from the sports retailer’s April 2020 ‘Faster Than’ running series and virtual racing app created in harness with Adidas as INTERSPORT adapted to the pandemic-driven changing consumer habits.
Another example of the retailer’s Covid digital pivot was and 2020 lockdown ‘Work Ins’ initiative which helped sports enthusiasts around the world stay active and connected at the beginning of the pandemic.
It was back in January 2020 that INTERSPORT launched its current ‘Heart Of Sport’ brand platform launch which aims too reinforce the sports retailer’s place at the beating heart of local sport. Conceived and created by agency We Are Pi, the initiative puts local sports heroes at the centre of the message and the brand position as it sets off on a mission to help everyone find their own place in sport.
The platform is based around the big idea that ‘everyone needs a place in sport’ and it tells real stories from local communities and reminds people that wherever they take sport, Intersport has the products, advice and enthusiasm to help them get there.
Since March 2020, INTERSPORT has seen online sales increase by double digits as at-home training equipment and running products leading the way with high double digit growth.
Links:
Intersport
We Are Pi
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