Welcome to Creativity X Sports, an Off Season newsletter. In each post we explore the world of sport from the creative point of view, going to look at the big picture of the industry and the new rules of marketing, paying attention to the most influential brands and the most interesting projects.
Our goal is to deepen the knowledge on the themes of which we are deeply passionate, the ideas that inspire sports people, new technologies, the technical development of new products and the concepts that the creatives apply to promote brands, up to the best sports achievements.
All this to team up and help anyone involved in this world and bring your project to the next level.
Today we have selected 5 creative projects ranging from branding, content marketing, production and concept design made by various agencies from which to take inspiration.
Let's start immediately:
Nikola Jokic, one of the most followed NBA players, about a month ago closed a game against the Lakers with 32 points, 12 rebounds and 7 assists.
Around one in the morning he appeared in the new commercial of 'Despicable Me 4' with an Oscar interpretation that we will never forget in which he complains that he can no longer put his favorite gray dress because everyone exchanges it for the Gru character.
At two in the morning he arrives at the venue for the game dressed as Gru, protagonist of the film and dad of the minions.
Lovely.
About a month ago there was the Formula 1 GP in Miami where for the occasion Puma showed off the new capsule collection in collaboration with Scuderia Ferrari recalling the Azzurro color, used in the 60s by the team.
Needless to say, how the pieces went nearly sold out.
You probably have already seen the rebranding project of Decathlon, which is repositioned itself as a global sports brand and leaves behind its reputation of simple sports retailer. A change in strategy that includes design, inside culture and brand experience.
The agency is Wolff Olins, the same as the controversial logo of the London 2012 Olympics, this project also had contrasting opinions at the beginning. Precisely for this reason, it is right to go a little more deeply and seek the main concept that gave birth to this project, mostly when we find ourselves judging a rebrand, being sometimes fond of the previous one.
In the case of Decathlon, the question that is in the center of project was:
"What is the role sport play in our lives?"
After countless market research involving all the countries where Decathlon operates including US, France, UK, Germany, Japan and China, they have come to a single response: "Wonder". We agree that sport serves to wonder, to amaze us every time we have fun practicing it both at a professional and amateur level. Therefore the brand has decided to eliminate the exclusivity and perfectionism of the movement to give space to accessibility and adventure.
Ever since Utah Jazz moved from New Orleans to Salt Lake City in 1970 they have become one of the most enduring franchises of NBA. From after the play-offs of the season 21-22, Studio Dumbar/DEPT® has worked on this rebranding project that as the main task had: to create a motion design language that included social communication, typographic animations, custom patterns and 3D visuals .
Conner is a talented video artist and animator, he created this content using hundreds of photos taken by @eswai, in some way reminds me of the transitions used in the famous Nike spot "You can’t stop sport".
Enough for today, I hope you liked this roundup of ideas and inspiration, I already have other projects in mind that I want to show you, but I will do it in the next post.
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Until next time!
Fabio