On your marks: May’s best sports marketing campaigns from Under Armour, BBC and more

There’s a whole Summer of sport to look forward to in the coming months. With the countdown to the World Cup underway and Wimbledon set to be a scorcher, we decided to warm-up for the events with a look at some of the best sports and fitness content out there.

From an awe-inspiring animation by the BBC, to an inspiring campaign by Under Armour, take a look at the top 4 sports content campaigns this May.

BBC – World Cup tapestry 

This Summer will see the BBC cover one of the biggest sporting events globally – the FIFA World Cup in Russia. To celebrate, their in-house agency, BBC Creative, attempted a world-first ad by creating a 7-metre long tapestry of iconic events from the tournament’s history.

Moments including England’s 1966 win are shown in a short film which premiered during the FA Cup Final. The film is made up of 600 individual frames and features Russian folk song, Oche Chernye, recorded at Abbey Road.

The actual tapestry will be added to with memorable moments from the coming World Cup before being displayed in Manchester’s National Football Museum.

Asics – I Move Me 

Sports and fitness wear brand, Asics, launched their I Move Me™ campaign with a manifesto encouraging people to move. The messaging focuses on how moving can make you happier, stronger and sharper, rather than any mention of body image.

Asics has created short videos in collaboration with fitness influencers like Food & Lycra, to break down social body pressures. The videos have been shown as pre-roll ads on YouTube, with some gaining over a million views.

Under Armour US – Will finds a way
Under Armour US is pushing a similarly inspiring message with their Will Finds a Way campaign. Fronted by brand ambassador, Dwayne ‘the Rock’ Johnson, Under Armour have created short films with athletes to discuss how they achieve success.

The landing page tells the story of each individual athlete with stunning imagery and lets users shop the look for their training gear.

England Squad  Team announcement 

The FA announced the England squad for the 2018 World Cup with a video led by football fans. Young people from up and down the country got to reveal the 23-player team heading to Russia in the video which has since been viewed on Twitter over 3.4 million times. You can see the original tweet over on their profile, or check out our Marketer’s Guide to the England World Cup Squad.

The FA’s website also features helpful content for fans, including interesting player stats like who scored the most goals in the qualifying stages, and fixtures for the World Cup games. It provides a great hub for people to look at throughout the tournament.

Mays Best Sports Creative Marketing Campaigns Team

Like us, you’ll probably be glued to the TV to see all the sporting action in the coming months. But you won’t want to miss any of the great marketing campaigns kick-starting over Summer, so check back to see more top picks next month.

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Mays Best Sports Creative Marketing Campaigns Feature

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