The Challenge: Globally there is a decline in organized sport. Kids have many other ways to express themselves and lack time to take part in heavily structured activities. But for sports brands who trade in athletes and performance and build brand affinity young, this is a problem.
The Solution: A global community of kids who have fallen out of love with sport. Supplemented with family in home depths and play-scapes in key cities around the globe. A final workshop with 6 opportunity spaces mapped out.
The work was presented to marketing, digital, retail and product teams and was further taken to leadership level. The work has set the tone and direction for a new global comms campaign.
Agency & my role: The Pineapple Lounge, working as VP of Strategy