Sportswear giant, adidas has unveiled a powerful campaign film called Ready for Sport: The Anthem. A film that encapsulates the impact of sport during these uncertain times.
The 60 second long film is narrated by history-making Springbok captain Siya Kolisi, who as the first black captain of the nation in 129 years, led the Springboks to a remarkable 2019 Rugby World Cup title.
Since the Ready for Sport campaign launched in March this year, adidas has engaged over 3,000 athletes and artists to support the hearts, minds and bodies of the community.
"Sports might not be the answer right now, but it teaches us that impossible challenges must be faced and overcome. Now that sport is back, we can't waste this chance. We should be playing with more heart and more fire, because nobody knows what the future holds. Opportunities will come, and we must be ready," Kolisi can be heard saying in the film.
In what is a digital first, adidas has created an immersive Ready for Sport face filter on Instagram that brings a virtual stadium experience to life. The innovation allows consumers - who are still not allowed to enter stadiums, to relive the live sport experience virtually, placing them inside the stadium where they can hear the roar of the crowds once again by closing their eyes.
"With the world thrust into the unknown, sport has been the one constant, fuelling people with joy and optimism. We brought our community together with a positive outlook through workouts, and a series that humanises our sports icons by offering unprecedented access into their hearts and minds.
"Now, we want to inspire our community to get back in the game, master their craft and play like never before. We chose Siya to narrate the film because his story serves as a reminder that sport has the power to bring hope - he is the true embodiment of how maintaining focus can lead to greatness," Vice President, Brand Communications, Global Brands at adidas Florian Alt, said in a press release.
The filter is live on @adidas Instagram from Monday 17 August until Monday 7 September.
