SPORTS DIRECT
Beat The Quit
‘Beat the Quit’ personified the dread we feel when winter training arrives. Cold nights and retreating daylight can put even the hardiest athletes off. But Sports Direct has the answer — the right gear and the right attitude. We were tasked with bringing this to life with a motivational campaign to inspire to keep going when the temperature drops. The campaign launch saw a full takeover of the Tottenham Court Road flagship, and a strong presence on on-demand TV. Social activations and involvement from sports influencers furthered the campaign's reach, encouraging athletes everywhere to Beat the Quit.
CREDITS: CREATIVE LEAD: LUKE BRIGHT | CREATIVE COPY LEAD: SOPHIE EVERETT | ART DIRECTION: AMY SUTTON | VISUAL/GRAPHIC DESIGN: ETHAN ROBBERTS | MOTION LEAD: MATT FRYER | MOTION DESIGNERS: DANNY JAK MIDWINTER, OLIVER HUBER AND KIRSTY DEACOn | AGENCY: STEREO CREATIVE AND FLY PRODUCTIONS | COLLABORATORS: ZAC ELLA AND AGILE FILMS
