Sun & Sand Sports launch innovative ‘Play it S’COOL’ campaign


GMG’s Sun & Sand Sports, the leading sports destination in the Middle East, and now available in the Asian markets, has kickstarted their latest season of Back-to-School inviting children to truly feel free to play every sport they can think of, bringing them a unique joy that they might have never discovered.

The ‘Play it S’COOL’ campaign aims to help kids tackle their FOMO (Fear of Missing Out) by relishing the freedom to experience an abundance of adventures, both on and off the field. With tech usage having grown post-pandemic, children are undoubtedly intertwined in this digital world but have parallelly begun indulging in more indoor activities and outdoor exercise as much as possible. Kids have now learned to relieve boredom with both analogue and digital activities. Parents too, have come to terms with how kids spend their time online– mobile gaming, TikTok use, and content streaming, but understand the importance of kids being active and encourage them to have a daily/weekly screen time limit to ensure they don’t lose touch with the real world.

“In line with our efforts to constantly push the boundaries with our Commit To Nothing campaign ft. DJ Khaled earlier this year, our Back to School campaign promises to connect with kids by encouraging them to wholeheartedly immerse themselves in a diverse array of active pursuits. They may or may not end up choosing one, but the excitement of the multi-play fun experience will hopefully become part of their joyful childhood and give them more to talk about.” explained Mohamed Bodiat, Senior Vice President Brands – Sports at GMG.

This time, the sports retailer has opted to craft bite-sized content to entertain Gen Z-Alpha and the millennial parent consumer alike. The result is a series of short films and key visuals rolled out across social media and other touchpoints. It highlights Sun & Sand Sports’ latest product ranges from back-to- school basics to colorful apparel, backpacks, and much more to get kids geared up for the new school year ahead.

By leveraging a full mix of channels including digital media, radio, in-store customization by adidas (in select UAE stores) and influencer partnerships, the campaign communicates the brand’s mission to bring the fun back into sport across the region.

The wide range of footwear, apparel, and accessories featured in the Back-to-School visuals include some of the foremost global brands such as Nike, Adidas, Speedo, Puma, and New Balance. Sun & Sand Sports also provides athletic equipment for swimming, yoga, and much more.





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