ABOUT

BRIEF
Castore is a premium high-performance men sportswear brand. Despite being relatively unknown and in a sector where mass market powerbrands rule, it is thriving. In 2019, they signed a sponsorship deal with Andy Murray. Together they set to create a new standard in tennis performance clothing and get global reach. They needed a film to raise Castore’s profile and announce the AMC launch.

SOLUTION
“There is no opponent, only you”. Whatever the weather, regardless of career-ending injuries. Simple. ‘Better never stops’ is a core belief that Andy and Castore share. In their relentless pursuit of progress, they are uncompromising in pushing boundaries – be the training or the gear. We aimed to epitomise this in our film, capturing a ‘fly on the wall’ viewpoint of Andy’s gutsy training routine.

CULTURAL CONTEXT
There is a group of sportsmen, who the superbrands aren’t really cutting through.
30-50 years old, in professional jobs, working long hours, with good disposable income and who take their training seriously. They believe high-tech gear can help them perform better. The brands they respect the most, aren’t flashy. They share their ethos and have a certain humility.

WHERE IT RAN AND HOW LONG
The film launched the AMC range on 18 November 2019 on Castore website, in their pop-up store in London. This coincided with the start of the Davis Cup in Madrid.

Date created: December 2019 2019-12-01T00:00:00+0000
Date published: 7 September 2020 2020-09-07T12:32:05+0100

MADEIT CREDITS

  • AMC (ANDY MURRAY CASTORE)Client
Annual 2020 ShortlistAndy Vs AndyAdvertising: Digital Project featured: on 14th August 2020 Pro member:

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Contributor:

Williams Murray Hamm has been a Contributor since 16th July 2018.

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