Thursday Thinky: Sports, Sustainability & Creativity
If I tell you “sports”, what is the first thought that goes through your mind?
You may be drawn by the performances of incredible athletes or quite the opposite, but where ever you land on that spectrum, there is no denying that sports have the power to bring people together. I’ve had the chance to play pro sports, to be a fan, and to now be behind the curtain as a member of the media. All these experiences made me a big believer in sports as a tool for diplomacy and as a platform that has a unique potential to get through to people.
So we’ll start this week’s Thinky with two campaigns that celebrate this potential, one by Adidas, the other by ESPN. Then, we’ll move on to other big name brands taking their responsibility to enter the climate crisis discussion. And, we’ll wrap up with a dose of inspiration coming from a different area of the sports world, with a strange campaign from Equinox.
Get on your marks, get set, go!
The Power of Sports
Adidas – Inviting women to celebrate the movement of sport (Muse by Clio)
Thinky Grade: B+
ESPN – Capturing the beauty of how sports transcend whatever happens on the field (Muse by Clio)
Thinky Grade: A
Brands That Caught Our Eye
Delta – Offsetting greenhouse gas emissions for CES flights (The Verge)
It’s nice to see airlines recognizing their role in the climate crisis, and that they’re trying to do something about it. The tie-in to CES was also appropriate, given how many people ascend on Vegas from around the globe, and the massive amount of fuel it takes to get them there. The article talks about JetBlue also pledging to make all of its flights carbon neutral. Thumbs up!
BUT the skeptic in me has to wonder…is that more of a PR play for goodwill than something that actually has an impact? In the grand scheme of things, how much of that campaign does compared to ALL of Delta’s flights? And, are offsets really helping, or should the transportation industry be working on more substantial solutions? 🤔
Thinky Grade: C+
Blackrock – CEO pledges to make environmental sustainability top criteria for their investments (Inc.com)
Inspiration Comes From Everywhere
Equinox – Strange campaign by Droga5 for Equinox advocates for us all to be obsessed with ourselves (Muse by Clio)
Thinky Grade: C+
There’s so much more to talk about when it comes to effectiveness and measurement…but that’s a post for another day. Thanks for reading today’s Thinky. See you next week!
PS: If any of the above made your wheels spin, we’d love to hear your thoughts–get in touch with us!
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