The Iconic launches sports-driven ‘Live Your Way’ campaign
Online retailer The Iconic has launched a new brand campaign with its new ‘Live Your Way’ positioning across multiple channels and with a focus on its sports range.
With themes of re-emerging after a year spent in lockdown, the campaign showcases some of the significant range of sporting apparel available on The Iconic, with brands including Adidas, ASICS, Nike, New Balance, Puma, P.E. Nation, Reebok and Under Armour.
“The only person that can beat your personal best is you,” the 30-second hero TVC spruiks, showing the aforementioned brands in a wide range of sporting contexts.
Rolling out across Australia and New Zealand, The ‘Live Your Way’ campaign was created with video production company Conti Bros, and with creative and media agency Lionize.
The campaign includes assets for TV, outdoor (transit and digital), YouTube, Facebook, Instagram, display, SEM, as well as The Iconic-owned channels.
There is also a dedicated extension for TikTok, a first for The Iconic, which will roll out later this week with a bespoke hashtag challenge.
The Iconic chief marketing officer, Alexander Meyer, said the campaign pushes the retailer’s sports category and aims to encourage Aussies to get into sport after a tough 2020.
“From running, yoga, swimming to cycling, after a disrupted 2020, we want to inspire Australians and New Zealanders to reset the dial and take back control through the transformative power of sport.
“Our ‘Live Your Way’ campaign marks one of our biggest sports category pushes to date and we’re excited to see how the creative resonates with our customers, while continuing to cement The Iconic as a go-to destination for sport, home to the most extensive assortment of premium sports apparel and footwear in ANZ.”
The campaign is the latest push behind sports apparel by the retailer, after it recently leveraged new technology from YouTube which enables viewers to directly interact with the content of ads and directly shop with The Iconic.
Credits:
Brand: The Iconic
Production: Conti Bros
Media Agency: Lionize
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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