Despite a year’s delay for the Tokyo 2020 Olympics due to the Covid-19 pandemic, a few retailers have still been celebrating the world’s biggest sporting event by releasing advertising campaigns.
Here’s a roundup those that have gone for gold with their marketing this year:
To celebrate the start of the Olympics, Nike launched a new campaign staring champion athletes including sprinter Shelly-Ann Fraser-Pryce, wheelchair tennis icon Diede de Groot, basketball player A’ja Wilson and Sha’Carri Richardson. Titled Best Day Ever, the campaign depicts a world where anything in sport is possible.
As an official partner of Team GB, the discount supermarket chain released its own campaign featuring a rendition of Land of Hope and Glory while wishing good luck to the British athletes.
Skateboarding was one of the five new sports to be introduced in the Olympic program in 2021 and to celebrate this, Vans launched a campaign featuring Tony Hawk and other skateboarders on their journey to Tokyo.
As part of the retailer’s partnership with Team GB, DFS’s campaign honours athletes while looking back at Britain over the last year amid the pandemic, showcasing how sofas became the centre of our lives more than ever before.
Mattress and bedding retailer Dreams is another official partner for Team GB, and its ad pays homage to how rest is crucial for athlete’s – and everyone’s – personal success. To highlight this, Dreams released an exclusive range to celebrate the “dream team”.
While this is not an advert per se for the sportswear brand and retailer, Adidas is nonetheless an official partner for Team GB, supplying athletes with their kit. Customers can also buy Team GB-themed outfits from Adidas’ online shop.