Intersport campaign highlights unique local sporting communities
Coming out of the company’s investment in local sports communities “wherever you take training” tells stories from local communities. The first two chapters, released in January feature Emma-Jane Smith, Scotland’s strongest woman and inner-city London community champion Foysol Miah.
Amsterdam-based creative agency WE ARE Pi produced the sport with Berlin based director duo I AM HERE. The spots mix archive footage from each characters life with visual effects, editorial, analog stills and graphics. Barney Hobson, WE ARE Pi Executive Creative Director explains the "Heart of Sport" - Intersport's new brand platform - "doesn’t lie in corporate boxes or champagne-sponsored receptions, but in the neighbourhood streets people run on and the forgotten warehouses they train in. Wherever you look, you find people taking sport to incredible places”.
The first two chapters feature UK communities in Scotland and London. Inner-city London community champion Foysol Miah, training kids at the Steel Warriors gym in Poplar, London which is made from upcycled melted down knives. “All the youth centres are closing down. They haven’t got anything to put their energy into. By working with them, putting down a foundation, we can try to minimise the problem” he says. Emma-Jane Smith, Scotland’s strongest woman features in one chapter who says when she found he community and network of friends “It made me a lot stronger”.
The second two chapters, released in February, will tell the story of two German runners who are taking the sport to unexpected levels and locations. Further iterations will come out in the summer.
Intersport CEO Steve Evers says “Intersport is a hyper local sports retailer run by sports enthusiasts who combine expertise with the advantage of global buying scale to create the best value for our customers. We exist to serve and champion the beating heart of sport…Our employees across the world live and breathe local sports in every category and form, from global sports like football, to thriving local sport scenes, like handball in Germany or surfing in Australia”.
Brand: Intersport International
General Manager Marketing: Christoph Frechen
Marketing Services Senior Manager: Willy Beyeler
Agency: WE ARE Pi
Chief Executive: Alex Bennett-Grant
Executive Creative Director: Rick Chant & Barney Hobson
Production Company: Mr Frank
Director: I AM HERE
Director of Photography: Harry Wheeler
Executive Producer: Miguel Teixeira
Producer: Mathilda Hedberg
Production Manager: Kathy Sihavong
Edit: Sjoerd Dekker & Chris Hicks
Music Composer: Marco Cucco
Colourist: Ruben Labree
Colour Facility: The Compound
Audio Post Production: Stainless Sound
Sound Designer: Nick Smith
Graphics Design : Veronica Allara
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