Ciao!
The main theme that all the following projects have in common in this post is the change and "non-change" of sport.
In these two weeks, Roger and Rafa still together in the Louis Vuitton 'Core Values' campaign that has had great media coverage.
Epochal change in MotoGP for the iconic Honda-Repsol.
An alternative point of view regarding the Brand Strategy of today's new brands, and a comparison between the classics and Founder-led or Creator-led ones.
Finally, the new Gatorade campaign, in which Michael Jordan, tells us how sport changes but what we have inside doesn't change.
Excellent double entendre.
Nadal and Federer together again, but not on the court this time, 3,000 meters above sea level in the Dolomites, protagonists of Louis Vuitton's Core Values campaign.
Through the shots of the famous photographer Annie Leibovitz, the two champions tell how every personal journey can reach legendary heights with determination and a pioneering spirit. The same peaks that Federer and Nadal conquered with racket in hand, protagonists of a legendary rivalry: 20 Slams won by Roger, 22 by Rafa.
Two interesting details: the Uniqlo logo is clearly visible on the down jacket worn by Federer, a choice clearly influenced by the ten-year 300 million euro contract that binds the Swiss tennis player to the Japanese brand. This highlights the growing fluidity between luxury and the mass market.
Furthermore, the choice of Rafael Nadal as the face of the media campaign underlines Louis Vuitton's current commitment to the Spanish market. The French brand will present its cruise collection in Barcelona, the city where it operates through a flagship store. Furthermore, the Parisian fashion house recently launched the 37th Louis Vuitton America's Cup capsule collection on the occasion of the sailing competition to be held in Barcelona.
The well-known oil company Repsol, the longest-running and most recognizable brand in MotoGP, will no longer be associated with Honda next season. A brand that first appeared on the livery of the Honda NSR500 in the 1995 World Championship, with Mick Doohan and Alex Crivillé as riders, and has remained continuously for 30 seasons since then.
Following the departure of Marc Marquez at the end of 2023, the Spanish company exercised a clause to reduce its financial contribution. In exchange, it agreed to reduce its presence on the livery of the RC213V, a motorcycle ridden this year by Luca Marini and Joan Mir, where the name of the manufacturer predominates over that of the sponsor.
This decision was made in anticipation of the fact that media exposure, especially on television, would be seriously compromised by the departure of the eight-time world champion.
Here I share an interesting post that came across on Linkedin, where the Gatorade and Prime brands are compared onthe founders and creators behind them, their history and how long they have been on the market, the number of followers and of course the sales.
From here the discussion on the post arose, wondering how more or less irrelevant notoriety on social media is in this case studies.
Speaking of Gatorade, you can't miss this campaign:
Talk soon!
Fabio
Sources: @sportmediahouse - Simon Dell