Team GB Sportswear Partner Adidas Rolls Out In-Games ‘Tokyo Ready’ Film Series

Leveraging its partnership with Team GB (the Great Britain and Northern Ireland Olympic Team run by the British Olympic Association) as the UK Olympic team’s official apparel supplier for the Olympic and Paralympic Games, Adidas rolled out a film series promoting its team collection called ‘Tokyo Ready’.

The series consisted of a set of four films which showcased the skills and talents of Team GB’s Olympic and Paralympic stars – Max Whitlock (gymnastics), Shauna Coxsey (climbing), Caroline and Daniel Dubios (boxing) and Johnnie Peacock (sprinting) – and exploring the journey they took to get to Tokyo.

The campaign, created by agency Hill+Knowlton Strategies, produced by Bullion and directed by Ben Hanratty, the joint marketing team created an intimate set of online videos outlining the experience of the athletes, offering an insight into what it really takes to be an Olympian and also educating viewers about some of the details of each featured athlete ambassador’s sport.

The films, which were released on Adidas’s social channels during the Games in the days immediately leading up to each featured athlete’s events, and each saw David Vujanić and Henrie sit down with the stars and their friends and family to get to know more about the athletes and their skills.

The campaign were create for Adidas UK PR Manager Andrea Maylor and Digital Publishing Manager Nathan Quaye by a team at creative agency Hill+Knowlton Strategies which included Consultant Danny Babayemi and Associate Director Ash Lewis and a group at production company Bullion Productions which consisted of Director Ben Hanratty, Head Of Production Guy Fuhrer, Producer Harry Findler, Production Manager Kevin Cheung, DOP Jack Smith, 1st AC Kosta Volkov, 2nd AC Joe Smith, Runner Angelica Wolanksa,Sound Giancarlo Dellapina and Make Up Artist Sunny Crandock.

Comment:

This in-games series followed on from Adidas’ May Team GB kit launch creative which introduced the Team GB Tokyo 2020 apparel collection for its 380 athletes across 30 sports called #ThisIsWhatMakesUs.