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What’s the best thing about working for a sports marketing agency based on the south coast of the UK (aside from the waves and local trails of course)?

It’s got to be the international client list and day to day project variation that means no two days are ever the same.

From global rebrands, product launches and creative campaigns, to sports industry challenges, island loops and full throttle laps of a World Championship Karting Circuit, 2022 has been another year to remember!

To close off on another jam packed year, we take a swift look back at some team highlights…

Brandwave BrandLAB

Launched at this year’s Blue Earth Summit, BrandLAB is a unique sports marketing and networking concept, where we are joined by VIP guest mentors from some of the biggest brands in the world.

Within the sessions, we advise forward-thinking brands, organisations and athletes with a clear vision to make an impact and inspire positive change.

A huge shout out once again to our inaugural VIP guest mentors for their inspiration, expertise and advice this year; Simon Hill-Norton from Sweaty Betty, Rich Philip from SiS – Science in Sport, Paul Griffiths from Fenix Outdoor, Charlotte Pearce from Inkpact, Emily Dillon from Snow Peak, Will Sheane & Tom Kay from Finisterre and Tom Reding from BrewDog.

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SHIMANO Explore New Grounds Campaign

In need of no introduction, it’s fair to say that the cycling world would not be where it is without SHIMANO.

We were tasked with leveraging the ‘Explore New Grounds’ mantra to promote SHIMANO’s continuing foray into the e-bike market. We needed to establish a campaign identity that created a visual ecosystem that allowed SHIMANO to market new and updated products from within their EP series, both now, and long into the future.

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PADI ‘Unfiltered’ Global Campaign

The brief was clear from the outset – take the PADI brand to people and places it hadn’t been before.

In a world where everything is filtered, perfectly curated and at times, completely unrealistic, we have seen a shift towards the use of #NoFilter and more natural, raw content… Not to mention that diving is one of the very few activities globally where you and your phone are separated!

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Lazer KinetiCore Global Brand Launch

Game changing. Revolutionary. Innovative. All words often used in our marketing world, but rarely justified. KinetiCore is the exception. After more than two years working behind closed doors with the team at Lazer HQ, we’re proud to see this little icon out there on the lanes, trails and singletrack.

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British Marine Press & Influencer Activation

If ever there was a Brandwave brief, this was it and what better way to bring Aqua Bootcamp to life than with the help of some world class event partners…

OTC Watersports & Matt Crowhurst for hosting an incredible event, athletes Billy Morgan & Tom Court, for the world class demos, OceanЯ for kitting us out in custom rash vests, Red Bull for the top class entertainment, BrewDog, Feel Good Drinks & Mirabeau for keeping us hyhdrated and Dometic for keeping things cool… To LifeJacket for the sun protection, Slowtide for the changing ponchos, FacePlant for the sustainable sunglasses, OverBoard for keeping our phones safe on the water and to British Marine for choosing us to host an epic day out on the water!

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Arbortec Strategic Consultancy and Global Rebrand

Whether you’ve been working outdoors your whole life or are new to nature, you’ve probably come across Arbortec in some way, shape or form.

With a series of strategic challenges to overcome and with arboriculture proving to be one of the fastest growing sports, we were ready and raring to go with this one…

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Brandwave Bike Club – The Island Edition

Three things we’d take to an island? Easy… A bike, a helmet and an epic crew!

One lap, two minor mishaps and a few more than three hills… The IOW was brutally brilliant.

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Hike Bike Paddle Challenge 2022

Another year, another epic Hike Bike Paddle challenge put on by the amazing Youth Adventure Trust!

Creative Director, Alastair took to the blog to reflect on the highs, the lows and everything in between on what is widely known as THE sports industry challenge of the year…

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BIKE24 Brand Strategy & Creative Campaign

The time had come to turn what was briefed into us as a brand with a largely transactional consumer relationship, into an emotive focused and purpose-driven brand with a genuine passion for sports and the outdoors.

Let’s face it, we’d all prefer to spend less time online and more time doing the things we all love, like smashing PBs, exploring new routes and hitting the trails!

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Sport as a Catalyst for Positive Change

Whether he’s on the water, the fairway, or the tarmac, he epitomises our ethos of using the power of sport as a catalyst for positive change.

Designer, Jamie Kerr introduced himself to Brandwave with a roundup of his record-breaking sailing race around Great Britain and Ireland!

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Outdoor Brands and the Blurring of the Lines

Right now, in terms of marketing, across the board, sports brands are all doubling down on sustainability and purpose driven messaging. With both the media and consumers being largely receptive to this, these narratives (authentic or otherwise) have gobbled up much of the industry conversation and limelight.

There is however, another fast-developing trend in the broader sports market that is receiving far less attention than it should be… If outdoor brands haven’t jumped on the bandwagon yet, they are certainly considering it. This trend is not new. What is new is the intensity with which it is happening.

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What Makes an Iconic Marketing Campaign Iconic?

‘Great campaigns are based on great insights’, but what else makes an iconic marketing campaign iconic? In this blog, Key Accounts Director, Ollie revealed all.

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Oh… and as always… there’s been a fair few sporting adventures along the way!

Happy holidays and see you all in 2023!


Will Cowell