Sun & Sand Sports launch innovative “Play it S’COOL” campaign


GMG’s Sun & Sand Sports, the leading sports destination in the Middle East and now available in Asian markets, has launched its latest back-to-school season, inviting children to feel truly free and practice any sport imaginable unique joy they might never have discovered.

The Play it S’COOL campaign aims to help kids fight their FOMO (Fear of Missing Out) by enjoying the freedom to experience a wealth of adventures on and off the field. As the use of technology has increased post-pandemic, children are undoubtedly connected to this digital world, but at the same time have started to indulge in more indoor activities and as much outdoor exercise as possible. Meanwhile, children have learned to banish boredom with both analogue and digital activities. Parents, too, have come to terms with how kids spend their time online — mobile gaming, using TikTok, and streaming content. However, they understand the importance of children being active and encourage them to set a daily/weekly screen time limit to ensure they are not active. Don’t lose touch with the real world.

“In line with our efforts to keep pushing the boundaries with our ‘Commit To Nothing’ campaign by DJ Khaled earlier this year, our ‘Back to School’ campaign promises to connect with children by empowering them encouraged to fully engage in a variety of active pursuits. They may or may not end up choosing one, but hopefully the excitement of the multi-play fun experience will become part of their happy childhood and give them more talking points,” said Mohamed Bodiat, Senior Vice President Brands – Sports at GMG.

This time, the sports retailer has chosen to create bite-sized content to entertain Gen Z-Alpha and Millennial parents alike. The result is a series of short films and key visuals that are shared across social media and other touchpoints. It showcases the latest ranges from Sun & Sand Sports, from back to school basics to colorful clothing, backpacks and more to get kids ready for the new school year ahead.

Leveraging an extensive channel mix including digital media, radio, in-store personalization by adidas (in select stores in the UAE) and influencer partnerships, the campaign communicates the brand’s mission to make shopping fun again across the region to bring sports.

The wide range of footwear, apparel and accessories featured in the back-to-school images includes some of the leading global brands such as Nike, Adidas, Speedo, Puma and New Balance. Sun & Sand Sports also offers exercise equipment for swimming, yoga and more.

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