BACKGROUND

Castore, the premium high-performance sportswear brand, is for people who take sports and training seriously. This year, already a fan of the brand, Andy Murray agreed a partnership deal to help achieve wider exposure for Castore globally. Together, they launch his AMC kit range this November.

STRATEGY

WMH sat down and had a cup of tea with the double Wimbledon Champion to find what makes him tick. We found out that failing still motivates him, proving people wrong drives him. Andy’s focus isn’t about the outcome, or the opponent, it’s about the process. This fitted perfectly with Castore’s ethos Better Never Stops.

SOLUTION

The campaign centres around the idea of; ‘It’s about you, not your opponent. The ‘Andy Vs Andy’ film was shot in a fly-on-the-wall, documentary style film to get close up and personal with Andy on the court, and it is brutally edited to reflect Andy’s determined, tough approach to tennis. The campaign is placed in store and through web and social media channels.