York Athletics Mfg: Worth the Fight by GYK ANTLER

Agency: GYK ANTLER
Date: Jun 2019
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A new campaign from Boston sneaker company, York Athletics Mfg, which has long been committed to motivating and celebrating the everyday fighter on their journey to carve out their own path in life. Bringing this message to life, the brand teamed up with Olympic gold medal-winning gymnast Aly Raisman for the brand's debut marketing initiative — its new 'Worth the Fight' campaign, which encourages people to fight for their best life.

York Athletics Mfg collaborated with full-service indie agency, GYK Antler, to create 19 digital spots, which will roll out across a variety of digital platforms including Facebook, Instagram, Snapchat, YouTube and programmatic through December. In the spots, Aly is joined by 16 other local Boston ambassadors from a variety of professions, from trainers to teachers to creatives to entrepreneurs. The campaign aims to start a conversation around the question: What do you fight for? Other Boston locals included in the campaign are a 2013 Boston Marathon survivor; amateur fighter Elvin Johnson; dancer and digital content manager Gisella Dimitroff; and model Tusneem Abuhasan, among others.

In addition to her appearance in the 'Worth the Fight' campaign,” Aly Raisman will also launch her own signature shoe with York in September, the brand’s first signature shoe that honors an individual outside of the York family.

Credits

Brand: YORK Athletics MFG.

Co-Founder & CEO: Mark McGarry

Co-Founder: Travis York

Creative Director: Elizabeth McGarry

Marketing Director: Tami Kirlis

Ad Agency: GYK Antler

Media/Video Production: Big Brick Productions

Director: Matt Doyle

Creative Director: Elizabeth McGarry

DP: Dan Dunn

Producer: Tyler York

Cam Op: Aaron Frutman, DGA

Cam Op: Julian Focareta, DGA

Cam Op: Trae Nguyen, TierZero

Music: Lord Felix

AC: Jeff Olive

Audio: Jeremy Bond

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