Skins has today unveiled its first major global campaign under the banner of Pure Sport, as it looks to remove drugs from sports.
Following the recent drugs convictions of Asafa Powell and Tyson Gay, the campaign looks to promote the option to #ChooseTheRightTrack to athletes, with Ben Johnson - the first major drugs story in athletics at the Seoul ’88 Olympics – leading the campaign.
Johnson will undertake interviews in newspapers such as the Telegraog and the Times, as well as travelling to Canada, the US, Australia, Japan and culminate in Seoul, Korea, on 24 September, the anniversary of the ’88 Olympic 100m final.
The campaign, created by BBD Perfect Storm and BSG, looks to petition for change with the International Olympic Committee and the creation of an Athletes’ Support Council to provide better education and support for athletes considering or currently doping.
BBD Perfect Storm has looked to develop the concept of Pure Sport and its manifesto, as well as designing the digital platform and content strategy, as well as directing and producing the video of Ben Johnson.
Throughout the tour, the agency will look to provide social media guidance, management and real-time updates across the Tour, as well as to provide global strategy, guidance and direction to the local agencies in each market supporting the Tour.