adidas and Iris have released the final episode in their Ready For Sport series that has been running for the duration of lockdown. The 18-part episodic sports series, the first of its kind to feature multiple athletes and clubs, is culminating with a 60-second global TVC spot, The Anthem.
This marks the first time adidas has created any above the line media since the outbreak of Covid-19 and Black Lives Matter. The commercial will air on TV across 14 markets, including UK, China, Mexico and South Africa.
The series, which features a line-up of adidas athletes and teams, has given adidas stars a platform to voice their views on what’s happening in the world at a time when they are facing two overwhelming challenges, the global pandemic and the fight for racial injustice. The episodes shine a light on an athletes’ personal experiences of both lockdown and the Black Lives Matter movement.
https://youtu.be/V_ozu_7Xweg
The Anthem celebrates the true magnitude of what sport brings to the world, beginning with the striking statement that sport might not be the answer right now. It launched across adidas’s global channels and TV in 14 markets from Monday August 17. It is narrated by South African rugby icon, Siya Kolisi, who made history as the first Black man to be appointed Test captain of the South African team in 129 years of rugby, and with sheer determination, led the South African Rugby team as they were crowned world champions against England in 2019. His personal journey of growing up in the impoverished township of Zwide to captaining the national team embodies adidas’ belief that sport has the power to change lives.
“Sport might not be the answer right now, but it teaches us that impossible challenges must be faced and overcome,” Kolisi stated. “Now that sport is back, we can’t waste this chance. We should be playing with more heart and more fire, because nobody knows what the future holds. Opportunities will come, and we must be ready.”
Florian Alt, vice president, brand communications, global brands at adidas, noted, “With the world thrust into the unknown, sport has been the one constant, fuelling people with joy and optimism. We brought our community together with a positive outlook through workouts, and a series that humanizes our sports icons by offering unprecedented access into their hearts and minds. Now, we want to inspire our community to get back in the game, master their craft and play like never before. We chose Siya to narrate the film because his story serves as a reminder that sport has the power to bring hope, and he is the true embodiment of how maintaining focus can lead to greatness.”
Coinciding with the release of Ready for Sport: The Anthem, adidas has created an immersive Ready for Sport face filter on Instagram that allows consumers to relive virtually the live sport experience they are missing, placing them inside the stadium where they can hear the roar of the crowds once again by closing their eyes. The filter is available on @adidas Instagram from Monday August 17 until Monday September 7.
Since the campaign launched in March this year, adidas has engaged over 3,000 athletes and artists to support the hearts, minds and bodies of the community and generated a 300% spike in social conversation following the announcement that team sports would be returning,
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