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As countries across the world prepare to return to normal life in the wake of the coronavirus pandemic, Adidas has unveiled a new video series that captures widespread anticipation for the return of competitive sports. For their first ‘Ready For Sport’ clip, the focus is turned to the rugby-loving nation of New Zealand, one of the first Western countries to lift strict lockdown measures as part of their post-COVID regeneration.
The film, by Iris, profiles All Blacks rugby player Sam Cane, whose dramatic recovery from injury in 2018 provides an inspirational backdrop. Having been sidelined from sports for the best part of a year after suffering a neck fracture at the 2018 Rugby Championships, Cane endured a lengthy rehabilitation before returning to the national team for the World Cup in 2019. In May 2020, he was named captain, completing a triumphant turnaround of fortunes ahead of the All Blacks’ return to training later this year.
We sourced ‘The Beginning’ by Peru through our music supervision arm, DOLCE. This stirring, strings-laden track underlines the emotion of Cane’s story as tension builds through rhythmic percussion and a suspenseful pulse.