Signals & Stats : Daily Signals

Preview: New Sport Heroes

By Alex Jordan 09 : 11 : 2015 We Deal In Real : Last : Create Your Own

Global – Disconnected from the world of elite sports, consumers want to see the blood, sweat and tears of the game at the grassroots level.

  • Expectations of fitness are less about perfection and more about making the most of what you have
  • Brands are drawing attention to the qualities of grassroots sport
still from We Deal In Real, Land Rover still from We Deal In Real, Land Rover
still from We Deal In Real, Land Rover still from We Deal In Real, Land Rover
still from We Deal In Real, Land Rover still from We Deal In Real, Land Rover

Land Rover’s We Deal In Real campaign for the 2015 Rugby World Cup took viewers on a trip around the globe to find some of the most determined amateur teams.

Nike and adidas are initiating park players and last-place finishers into the pantheon of heroes with campaigns that focus on the journey rather than the result.

The Big Picture

To see the campaigns and find out why the grassroots game is being celebrated like never before, read our New Sport Heroes microtrend.

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