An anthem for all athletes. Everywhere.
Big name celebrity athletes are usually the sole focus of slick campaigns for sports brands, but SportChek wanted to widen the aperture of who has their athletic accomplishments recognized. I came up with the platform and tagline to ensure all strivers towards physical improvement are seen, standing shoulder to shoulder with any run-of-the-mill pro superstar.
A platform that had what it took.
Partnered with Laura Kim at Sid Lee, we delved into the less-than-glamourous realities of what amateur athletes go through to make it onto the world’s biggest stage. I wrote the tagline and scripts. Directed by Mark Zibert.