The term “Off the Bench” is meant to inspire kids of all ages to step off the sidelines and take center stage for some fun. The rap, sung by young kids from the area selected by Sun & Sand Sports, resonates with the spirit of exploration, encouraging kids to step out of their comfort zone of being spectators and embrace new adventures.
Mohamed Bodiat, Senior Vice President, Brands-Sports at GMG, said: “As young adults move from childhood to adulthood, they are busy understanding their identity, values and aspirations, all of which play a key role in their purchasing decisions.
“We found that kids are looking for a genuine connection with brands that reflect their own experiences. They’re hungry not just for entertainment, but for information, advice and comfort.
“We’ve directed our findings to combine the power of music and sports to inspire these young hearts and minds as they head back to school. Sun & Sand Sports believes in promoting health and confidence in the most fun way possible, and that’s exactly what we’ve done this year.”
This year, the one-stop-shop for all things sports has created a rap video to entertain both Gen Z-Alpha and Millennial parent consumers. The hero video and key visuals released on social media and other touchpoints highlight Sun & Sand Sports’ latest product range, from back-to-school basics to colorful apparel, backpacks and more, to help kids prepare for the new school year ahead.
The campaign will leverage a full mix of channels including digital media, radio, gift with purchase and influencer partnerships. However, community is at the core of the brand’s value system, hence Sun & Sand Sports in collaboration with its partner brands will offer children a chance to win fully funded coaching at prestigious sports academies such as Precision Football, La Liga and Ultimate Athletics in the UAE and KSA.
Additionally, the retailer will be hosting customisation as well as interactive workshops in selected UAE and KSA stores over the campaign weekend, encouraging their audiences to bring the fun back to sports across the region.
The wide range of shoes, apparel and accessories featured in the back-to-school visual includes some of the leading global brands such as Nike, Adidas, Speedo, Puma and New Balance. Sun & Sand Sports also offers athletic equipment for swimming, yoga and more.
You can view the campaign here Website And social media channels: Instagram, TikTok and YouTubeJoin the conversation on social media to share your moves using #OffTheBench.
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