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the Insight

Percipient thought-pieces and opinions from some of
the world’s most respected industry leaders.

The Moon Unit by The Moon Unit on 22nd July 2019

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.

18th Jul
From knickerbockers to glory – part two

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

18th Jul
COPA90: Giving the Beautiful Game a media makeover

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.

17th Jul
How (not) to... stifle the rebel spirit of action and adventure athletes

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.

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How to... shoot in 20 foot waves How to... shoot in 20 foot waves
12th Jul

Howto...shootin20footwaves

Arthur Neumeier, co-founder of Eyeforce, takes us inside the world of underwater cinematography and lifts the lid on how to shoot action sports from the water.

11th Jul
From knickerbockers to glory – part one

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.

10th Jul
How brands can win in times of change

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.

5th Jul
Mens sana in corpore sano: how sports brands are tackling mental health

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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Under Armour: Where there’s a will, there’s a way Under Armour: Where there’s a will, there’s a way
4th Jul

UnderArmour:Wherethere’sawill,there’saway

Under Armour wasn't always the behemoth brand that is it today, but it got there through, among other things, thoughtful, insightful and impactful advertising. As our July Sports Special continues, Tim Cumming examines some of the work that Droga5 New York has created in partnership with UA, and how they've managed to knock it out of the park.

3rd Jul
How to... launch a new version of an old sport

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.

27th Jun
The disadvantaged creative brain

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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