You Never Sport Alone In latest INTERSPORT Elverys campaign
INTERSPORT Elverys connects people with sporting communities that help them stay healthy and motivated in difficult times
The campaign, which focuses on the running and training categories, is both a celebration of the role of community at the heart of sport, and a declaration from INTERSPORT Elverys on our undying commitment to provide these communities the support, motivation and gear they need to thrive.
INTERSPORT Elverys have long been aware of the role communities play at the heart of sport. We have a presence in all the cities and nearly all the major towns in Ireland and are embedded in the communities we serve.
It is this proximity to local sporting communities that allowed us to see the fundamental shifts happening in running and training. Traditionally seen as solo sports, running & training have experienced a revolution fuelled by crews, teams and gyms. They’ve effectively become team sports at the grassroots level.
In running, crews have become the beating heart of sport across the country from the big cities to the smaller towns and indeed villages and townlands. These crews organize races, host community events, fundraise and share local knowledge. The role of gym training is expanding into team sports and conversely, strength and condition training is moving into the gym. Classes, be they virtual on(or) in the gym, are now a social hub for people of all ages, abilities and interests.
Communities in both sports are endless sources of support and inspiration for their members – through the wins and the tougher times. These close bonds, along with the brands role in supporting these communities was what the brand wanted to highlight with this campaign.
And support these communities we do. INTERSPORT Elverys staff are runners and personal trainers. They compete in various team sports. They recommend classes for those looking to get into sport and have links to local gyms and personal trainers. Over the years, we have organized and sponsored running meet-ups and charity runs.
A celebration of local sporting communities today would be incomplete without a mention of the digital tools and spaces they utilize. Digital spaces like Strava, Instagram, and WhatsApp are playing an increasingly important role in keeping sporting communities connected, motivated and up to date on the latest training techniques and gear.
We knew, to stay current, it was important to celebrate the roles of these digital spaces in the lives of sport enthusiasts and to bring the digital and physical worlds together in this campaign was a totally new approach for the brand.
Watch – #YouNeverRunAlone
In the Running film, we follow the story of 4 sets of runners competing together whilst apart in a virtual race in various locations, styles and terrains – from trail to treadmill. Through a shared connection via their digital community and enabled by INTERSPORT Elverys products, they’re able to overcome “the wall” moment of their respective races.
Watch – #YouNeverTrainAlone
Similarly, in the Training film titled “One Last Rep”, we follow the story of a training community consisting of 4 sets of training buddies who train ‘together’ – not physically, but connected by technology – to support and push each other through their various sessions and make it through that ‘last rep’ that they refuse to let defeat them.
The design and production of both films sees a morphing of real-life scenes and a digital/social aesthetic of INTERSPORT-bespoke emojis created for a modern yet familiar look and feel – sped along through animation techniques including rotoscoping, social media language overlays, and integrating social messaging gifs into the action sequences.
The “You Never Sport Alone” campaign further builds on the brand’s platform “The Heart of Sport.” “The Heart of Sport” is the result of INTERSPORT’s most comprehensive piece of international consumer research to date, with over 1,600 customers. The key finding: everyone needs a place in sport. The research reveals an unfortunate truth; 66% of people say they still haven’t found their place in sport, with 88% saying that they don’t see themselves as athletes.
This campaign comes after the successful activations last year, that helped sporting enthusiasts around the country stay active and connected during the pandemic.
As the restrictions took away the places running and training communities could come together in-person, digital spaces became a lifeline for many, connecting them to those they rely on for inspiration and support. Acting fast, INTERSPORT Elverys created a set of workouts, live Q&As and tips with their sports brand partners, brand ambassadors Bundee Aki and Rianna Jarrett and a host of other sporting organisations and individual athletes to encourage the nation to stay home but stay active.
This campaign is a celebration of what these communities can achieve together, and the role INTERSPORT Elverys play in making sure they have the product, advice and enthusiasm they need.
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