Castore and FCB London in the "Summer of Sport" campaign

In early July 2023, the British sports apparel brand Castore, in collaboration with FCB London, launched the OOH "Summer of Sports" campaign, showcasing sports in which the equipment of this brand is used.

This is the largest campaign to date for the Castore brand, focused on three major sporting events taking place in England this summer: Wimbledon, The Ashes, and the Formula 1 British Grand Prix at Silverstone.

Castore has built its success and reputation in the world of sports through numerous partnerships with sports clubs and athletes. Among its most prominent collaborations are partnerships with English cricket teams, Oracle Red Bull Racing, and three-time Grand Slam champion Sir Andy Murray.

The campaign, featuring Wimbledon as its creative hero, includes an X-ray of Murray's metal hip from 2019, with the slogan "Better never stops" inscribed on it, positioned at various locations in London, Earlsfield, and Wimbledon.

The OOH creative campaign for the sports event "The Ashes" is positioned in front of Lords in London, Edgbaston in Birmingham, and Headingley in Leeds. The materials feature a cricket field with slogans "Better never stops" and "Immortality is just 22 yards away," alluding to how the "The Ashes" got its name, precisely from the defeat of the British team by Australia in 1882.

The last activation of the campaign took place during the Formula 1 British Grand Prix at Silverstone, and the creative was showcased in and around the Silverstone race track. Mexican Formula 1 driver from the Oracle Red Bull Racing team, Sergio Perez, participated in the campaign, depicted with a helmet on his head, along with slogans "Better never stops" and "You can't doubt yourself at 229 mph."

The Summer of Sport campaign does not showcase Castore brand products, but it clearly portrays that the brand understands the sports it is a part of.

Tom Beahon, Castore co-founder, said:

"We’re delighted to unveil Summer of Sport to showcase all the amazing sports and athletes we are passionate to work with: from Oracle Red Bull Racing to Andy Murray and the women’s cricket team. This summer it was important to celebrate what Castore means to them and to the wider public. FCB London really understood us. In our biggest brand campaign to date, FCB London has captured our energy, passion of our brand, and ambition for our business. Castore is honored to work with big names within the sporting industry and the campaign pays homage to these partnerships. It’s an exciting time for Castore and we're determined to continue to build our important relationships with teams, athletes, and our consumers"

Many people who share a passion for sports and marketing dream of the opportunity to collaborate with world-renowned athletes from various sports fields. FCB London's marketing team has been given the chance to work with the Castore brand to execute a campaign that involves famous athletes and showcases the connection between sports and marketing in a professional and creative manner.

Source: https://www.adsoftheworld.com/campaigns/summer-of-sport