BONDS introduces their first ever cross-category sports range – led by a perfectly on brand campaign.
BONDS have recently announced the introduction of their first ever cross-category sports range. The collection features BodyCool technology, which boasts moisture absorbing and quick dry properties, and marks a new direction for the powerhouse brand. In conjunction with the launch, radio personality Hamish Blake and his fashonista wife Zoe Foster-Blake have been named as brand ambassadors to bring the launch to life. The campaign features a television campaign, with the celebrity couple going head-to-head in their active wear, skipping, punching and even twerking – breaking from the tradition of serious sports advertising.
Leo Burnett CCO Jason Williams stated that ‘the sports category is saturated with seriousness; we wanted to change things up with a humorous truth, that every couple will relate to’. Traditional sports advertising typically capitalises on the spirit of competition, shunning humour within their campaigns. BONDS have decided to break that tradition by showing the lighter side of a little competition. I believe this approach is much more suited to the brand, and perfectly captures the essence of who the brand is. BONDS is not a sports wear brand, and as such should not be trying to replicate the advertising efforts of major sports wear brands in the likes of Nike, Adidas and Puma.
In addition to the strategic direction of the campaign, I personally feel Hamish and Zoe are perfect representatives for the sports range. Hamish forms one half of the beloved comedy duo Hamish and Andy, with their drive show capturing the hearts of the nation. Listeners have fallen in love with their humour, relatable personalities and ability to immerse listeners into a conversation between two friends. Presenting the potential for consumers to resonate with the personable power couple, they are more likely to relate to the brand. BONDS head of marketing Emily Small revealed that ‘It was important to find the right mix of sport, fashion and fun’ which has definitely been achieved.
Take a look at the TVC campaign here:
Simon Wang
Brand Strategy Intern
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Credits: BONDS, AdNews, Nike and Body & Soul