GMG’s Sun & Sand Sports launches its back-to-school campaign


GMG’s Sun & Sand Sports launched its ‘Back to School’ campaign with the message that sport isn’t just about winning – it’s about having fun.

That #MakeSportsFun The concept encourages children and young adults to change the meaning of victory and empowers them to define what victory means to each of them.

Rapid societal and technological advances mean that children are growing up in an increasingly competitive world. The pressure to excel in all areas is great. Parents often unconsciously force their desires and dreams on their children. This, combined with the social pressure of their peers to conform, reinforced by social media, shapes their behavior towards sport as additional pressure. What was once supposed to be fun has evolved into yet another set of affirmations where performance outweighs sport. For this reason, a staggering 70% of children stop exercising by the age of 13.

However, video games are a whole different ball game. When it comes to video games, children are allowed to fail without the ever-watchful eye of their parents. They enjoy a game more when there is less pressure and outside judgment. No real consequences for losing or failing. You are allowed to make mistakes, fail and try again. Independently. They are truly free to have fun on their own terms. Bringing the non-judgmental, light-hearted fun of video games to the world of sports is the goal of this Back to School campaign.

“In line with our efforts to continually push the boundaries in delivering exceptional customer experiences, this year’s Back to School campaign promises to be different and redefine the conversation about what validation in sport means and the fun and joy bring back to the sport. The goal is to encourage children to enjoy sports as much as they enjoy video games. We did this by creating a world where real sports and video game elements come together for kids to enjoy. We want kids to feel really free and have fun playing sports they love,” said Mohamed Bodiat, Senior Vice President Brands – Sports at GMG.

The wide range of clothing, apparel and accessories featured in the Back To School visuals includes some of the leading global brands like Nike, Adidas, Speedo and Puma. In addition to clothing, Sun & Sand Sports also offers sports equipment for swimming, yoga and much more.

You can view the campaign on the website and social media channels: Instagram, tick tock and youtube.

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