From a new frontier of female representation to the emerging power of esports, we investigate the state of Sport advertising and its effects.
Under Armour wasn't always the behemoth brand that is it today, but it got there through, among other things, thoughtful, insightful and impactful advertising. As our July Sports Special continues, Tim Cumming examines some of the work that Droga5 New York has created in partnership with UA, and how they've managed to knock it out of the park.
Since its inception in 2012 COPA90 has put itself at the heart of football, creating a new way for fans to interact with teams and players, and championing inclusivity over animosity. David Knight examines the company's impact on the sport's coverage and why brands are so keen to be on their team.
Creativebrief's Izzy Ashton explores how a new era of sports marketing means the industry is shifting from talking about the value of women’s sports to realising its creative potential as a platform to connect with a mass-market audience.
It’s a game of two halves, as shots reflects on the marketing around this summer’s Women’s World Cup. In part one, Carol Cooper takes to the pitch with expert commentators and explores how the fickle fortunes of women’s football down the years fed into the narrative of ‘the struggle’, the legacy of This Girl Can and how brands have backed the rebirth of a sport.
In part two of shots’ VAR-enhanced look at the impact of this year’s Women’s World Cup, Carol Cooper joins the pundits to celebrate how, this summer, the shared goals of brands and fans – to engage with a new generation of female athletes – points to a brighter future for the game and its marketing
Arthur Neumeier, co-founder of Eyeforce, takes us inside the world of underwater cinematography and lifts the lid on how to shoot action sports from the water.
With the launch of a new campaign using football to inspire conversation around mental health, Noel Bussey explores what the world of sport is doing to tackle the stigma and promote positive thinking.
Former basketballer-turned-director Keenan Wetzel is better placed than many to understand how to approach filming athletes. Here, the Skunk director explains his method for getting something great out of some of the greatest.
The R/GA Creative Director looks back on the iconic 1995 W+K-led Nike spot that saw Spike Jonze pit Sampras vs Agassi on a busy street.
From fashion film's next big things to the creative communities keeping the form alive, we investigate what has happened to the industry's passion for fashion.
From music video maestros and the commissioners who find them, to composers and audio engineers who love to delight our ears, take a deep dive into the world of sound
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