Science in Sport Kicks Off New Never Surrender Campaign With Emotional Adam Peaty Interview, Examining the Mentality of Endurance Athletes

May. 04, 2020

Leading sports nutrition brand, Science in Sport has launched Never Surrender, a brand campaign that focuses on inspiring personal stories of career athletes. It shows how their mental fortitude allows them to overcome obstacles and achieve, both in life and in sport.

Developed with We Are Social Sport, Never Surrender kicks off with the release of a three-minute documentary featuring Olympic Gold Medalist and World Record holder, Adam Peaty. The film focuses on an emotional interview, during which Peaty opens up about how his drive - and almost obsessive desire - to go faster has helped him overcome setbacks and push his body to the absolute limits to achieve greatness.

The film is now live on Science in Sport’s global YouTube channel, supported by 15-second teaser content and still assets on Facebook and Instagram. The content will also be supported by a Live Instagram interview between Peaty and Sir Chris Hoy, another Science In Sport ambassador.

The activation is part of a week of content that sees Science in Sport celebrate its athletes’ Never Surrender attitude. Stories of resilience and commitment to training will be heard from Mark Cavendish, Taylor Spivey, Team INEOS and Manchester United across the week.

The campaign has been developed to create a deeper emotional connection with the core Science in Sport audience. The aim is to drive higher brand awareness - beyond package recognition - with core consumers who traditionally see cost-based or hard scientific training messages. The change in approach supports Science in Sport’s longer-term goal of becoming the world's leading sports nutrition brand.

Richard Whitty, Marketing Director, Science in Sport, said:

“Our consumers are a specific type of athlete - they strive to be the best sportsperson they can be. As we have developed the campaign with We Are Social Sport we have tapped into real insights from sporting icons to help people learn from the best. We are, of course, currently all battling our own unique set of obstacles during the coronavirus crisis. While we may not get to see our favourite sports stars in action this summer, we hope that people will be inspired by their experiences. We’re proud of the story we’ve been able to tell.”

 

Gareth Leeding, Executive Creative Director, We Are Social, added:

“By partnering with Science in Sport to deliver this campaign, we had an amazing opportunity to create a brilliant piece of storytelling, which has the potential to completely change the way the brand is perceived. Social isn’t about broadcasting to an audience, it’s about giving them a reason to want to engage with and talk about your brand in an open space.  The stories which have come out of the athlete interviews offered us the chance to give people just that: an interesting and unique insight into the minds of some of their sporting heroes. Stories that could also be of real use to them in their daily lives.”