Intersport Germany is underlining the enormous social importance of sports with a new brand campaign. The sporting goods retailer has already been campaigning to increase access to sports for years. Now, the group is launching “Einmal Sport. Intersport.“ (a pun on “Once sport. Always sport”), a highly emotional and polarizing brand campaign.
The centerpiece of the new campaign is a 10 minute short film directed by Salomon Ligthelm showing a gloomy future world without sport and its implications. Ambassadors who support the Intersport brand and its new German campaign with their individual stories in various target groups and communities are national soccer player Alexandra Popp, e-sports athlete and FIFA World Champion MoAuba and ex-wheelchair basketball player and influencer Leeroy Matata. In addition, Berlin rapper Sero provides the film soundtrack with the song “Low”.