Stories of perseverance, promise and perspiration have played out online, and in some cases across television media, in recent months as many of the active outdoor industry-leading brands have rolled out inspirational ad and outreach campaigns in the wake of COVID-19.
SGB Executive profiles some of the spots presented by Dick’s Sporting Goods, Bass Pro Shops, Nike, Adidas, Athleta, Under Armour, The North Face, and Columbia Sportswear.
Dick’s Sporting Goods – See You Out There 30
“See You Out There,” which debuted on June 26, is Dick’s Sporting Goods most-watched YouTube video with over 57 million views. (The 60-second version is its second-most-watched ad campaign.) The 30-second film shows individuals engaged full-tilt in outdoor activities, from running to biking, swimming, skateboarding, kayaking, baseball and golf set to Aerosmith’s “Sweet Emotion” recording. (Click here to view or on the image below.)
Bass Pro Shops – Get Back to Nature
Bass Pro Shops “Get Back To Nature” digital campaign, launched April 1, reminds viewers that “there are still rocks to be skipped, trails to be trampled, bass to be caught” and that “the great outdoors are wide open and they’re calling us like never before.” Viewers are also reminded how important nature can be in providing assurances during uncertain times. The voiceover states, “We need nature to remind us that like a sunrise or the turning of the tides, these challenges will pass. We need nature to help us heal and reconnect with the ones we love the most. So, when you can get back to nature, get back to each other. We’re here for you.” (Click here to view or on the image below.)
Nike – Never Too Far Down
“Never Too Far Down”, which debuted on May 23 and has 117 million YouTube views, was the second installment of Nike’s “You Can’t Stop Sport” campaign. Against a backdrop of iconic sporting moments and narrated by LeBron James, the campaign uses sport as a paradigm for persevering through challenges. The spot closes with the message, “No matter how far down we may be, we’re never too far down to come back.” (Click here to view or on the image below.)
Nike – You Can’t Stop Us
“You Can’t Stop Us” debuted July 30 and has more than 52 million YouTube views. The campaign’s message of perseverance and inclusiveness is narrated by Meghan Rapinoe, who states, “We’re never alone, and that is our strength. Because when we’re doubted, we’ll play as one. When we’re held back, we’ll go farther, and harder. If we’re not taken seriously, we’ll prove that wrong. And if we don’t fit the sport, we’ll change the sport.” (Click here to view or on the image below.)
Adidas – Ready For Sport
“’Ready For Sport” debuted on April 28 and racked up 1.6 million YouTube views. The film uses stock footage and quarantine imagery with an optimistic outlook on how sport will feel when the lockdown is over. The narrator, NYC rapper Princess Nokia, delivers a “We will ___ again” rallying cry with the blank filled with everything from running to being late for practice. She concludes by saying, “We’ll compete again. And create again. And when the time comes, we will be ready.” (Click here to view or on the image below.)
Athleta – Move Together, Move Forward
Athleta, on May 1, launched its “Move Together, Move Forward” digital campaign as part of its “Power of She” platform. The overall message focuses on resilience with images of women washing their hands and putting on hospital PPE mixed with images of women powering through workouts. Sheila Shekar Pollak, Athleta’s CMO, said in a statement, “We created ‘Move Together, Move Forward’ to galvanize women and girls with a message of hope and resilience. To bring us together as a powerful female collective who will get through this together, as we always have and always will.” (Click here to view or on the image below.)
Under Armour – The Köhler Effect
Under Armour’s “The Köhler Effect” digital campaign supports the launch of its Infinity Bra. The spot debuted on July 8 and has registered 3.7 million YouTube views. The Köhler Effect is a scientific theory that occurs when a person works harder and experiences an increase in motivation when working as a member of a group. Utilizing the brand’s Connected Fitness apps, digital communities and social platforms, Under Armour shows in the spot how The Köhler Effect can be achieved virtually. (Click here to view or on the image below.)
The North Face – Summer Base Camp
“Summer Base Camp,” which debuted on July 9, has received 2.7 million YouTube views. The spot introduces the brand’s two-week program of online and offline events led by TNF ambassadors who introduce kids and their parents free of charge to the “wonders of exploration” across a wide range of education opportunities. (Click here to view or on the image below.)
Columbia Sportswear – #TougherTogether
Columbia Sportswear, on May 1, launched a video celebrating its #TougherTogether campaign featuring live Instagram videos of Columbia brand ambassadors showing how they’re staying inspired at home along with photos and videos from past projects designed to strengthen the outdoor community. Tim Boyle, Columbia CEO, said on its Q120 conference call, “Consumers can interact with our brand and each other to share their favorite outdoor adventures, or tell us about their plans for the future.” (Click here to view or on the image below.)
Videos courtesy Dick’s Sporting Goods, Bass Pro, Nike, Adidas, Athleta, Under Armour, The North Face, and Columbia Sportswear.