the Insight
Percipient thought-pieces and opinions from some of
the world’s most respected industry leaders.
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With no 'off-season' and exponential audience growth, The Moon Unit fully understands why brands are clamouring to get on board the burgeoning esports bandwagon.
From knickerbockers to glory – part two
In part two of shots’ VAR-enhanced look at the impact of this year’s Women’s World Cup, Carol Cooper joins the pundits to celebrate how, this summer, the shared goals of brands and fans – to engage with a new generation of female athletes – points to a brighter future for the game and its marketing
COPA90: Giving the Beautiful Game a media makeover
Since its inception in 2012 COPA90 has put itself at the heart of football, creating a new way for fans to interact with teams and players, and championing inclusivity over animosity. David Knight examines the company's impact on the sport's coverage and why brands are so keen to be on their team.
How (not) to... stifle the rebel spirit of action and adventure athletes
Stu Thomson, Founder and director at Cut Media, explains how brands can get it wrong when it comes to action and adventure sports, and gives tips on how they can get it right.
Howto...shootin20footwaves
From knickerbockers to glory – part one
It’s a game of two halves, as shots reflects on the marketing around this summer’s Women’s World Cup. In part one, Carol Cooper takes to the pitch with expert commentators and explores how the fickle fortunes of women’s football down the years fed into the narrative of ‘the struggle’, the legacy of This Girl Can and how brands have backed the rebirth of a sport.
How brands can win in times of change
From Seaworld to Abercrombie & Fitch, brands are facing many challenges - both societal and self-imposed - and shedding their old skins in response. Benjamin Knapp, Chief Growth Officer for Saffron Brand Consultants, looks at why reinvention and constant improvement are critical to survival.
Mens sana in corpore sano: how sports brands are tackling mental health
With the launch of a new campaign using football to inspire conversation around mental health, Noel Bussey explores what the world of sport is doing to tackle the stigma and promote positive thinking.
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How to... launch a new version of an old sport
To kick off this month's Sports Focus, Mark Lloyd, Strategist at sports specialist agency Dark Horses, examines how home fitness, rugby and football have been rebooted over the years - from Mr Motivator and spandex to personalised spin classes.
The disadvantaged creative brain
Sean Thompson looks at why disadvantaged people’s creative brains will give your own creative mind a jolt.
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