Sport England Coronavirus Sports Marketing

Sport England encourages the nation to ‘Stay In, Work Out’


By John Glenday, Reporter

March 26, 2020 | 4 min read

Sport England is encouraging the nation to keep moving despite the lockdown with a new campaign designed to inspire housebound exercise with ‘Stay In, Work Out’ messaging.

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Sport England encourages the nation to ‘Stay In, Work Out’

Urging people not to let their confinement disrupt exercise routines the timely FCB Inferno campaign showcases some of the lateral thinking which ensures you can break a sweat without stepping through your front door.

Following on from a campaign to encourage the long-term sick to get active, the initiative is built around a social media handle #jointhemovement, that encourages the public to share their fun and creative solutions to remain fit and active without the need to travel.

Sport England - FCB Inferno 2

An online hub will provide some readymade pointers in this regard, such as exercise instructions, NHS advice and tailored workouts.

As per government advice encouragement will also be given for everyone to head outside once per day for a walk, jog or cycle to maintain a healthy body and mind.

Sharon Jiggins, executive vice-president at FCB Inferno commented: "This was a campaign with an urgent objective to maintain people’s activity levels at a time when their normal path to exercise is limited impacting not only their physical health but their mental well-being too. Harnessing the optimism and resilience of the public’s ingenious ways to stay active this campaign celebrates the new mantra of #StayinWorkout.”

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Brands have been quick to adapt to the sedentary reality of quarantining the nation by fueling a boom in virtual classes with exercise brands flocking to digital mediums by streaming sessions live on Instagram, Zoom, FaceTime or YouTube.

Taking this a step further celebrity fitness coach Joe Wicks is reportedly in talks with Channel 4 to bring his popular YouTube PE class form children onto the broadcaster’s daytime schedule with his daily exercise show

For every winner in this new reality, there are also losers however with established sportswear brands such as Adidas and Puma facing an unprecedented collapse in sales amid the virus outbreak, as tentpole sporting events fall like dominos.

This has forced brands to be smarter about their marketing choices to stave off an inevitable slide in profits, demonstrated by Nike which has partnered with clothing brand Stussy to release a new casual sportswear range for stay at home consumers.

Among those bracing for a dismal 2020 is Adidas which has conceded it faces losing €70m in sales owing to the postponement of events such as the Euros and Tokyo Olympics.

Sport England: Stay In, Work Out by FCB Inferno

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