Castore launches major Summer of Sport campaign linked to cricket, F1 and tennis

By

Nigel TAYLOR

Published
Jun 18, 2023

Castore doesn’t do anything by halves. The fast-growing premium UK-based sportswear brand has launched ‘Summer of Sport’, a six-figure nationwide brand marketing campaign linked to three of the biggest sporting events taking place in England this summer.

They are The Ashes cricket test series between England and Australia (16 June-31 July), the Wimbledon tennis championships (3-16 July) and the F1 motor racing at Silverstone (7-9 July).

There will also be retail pop-ups linked to the campaign that’s its biggest and most ambitious marketing spend to date, it noted.

Castore is official kit supplier for England Cricket teams, Oracle Red Bull Racing and three-times tennis grand slam winner Andy Murray.

First off, international cricket doesn’t come any bigger than The Ashes and Castore is taking full advantage with the aim of “driving further growth following its successful expansion”.
 
Working with creative agency FCB Inferno, the campaign kicks off outside key test-match cricket grounds, with the first round of creatives seen outside Edgbaston in Birmingham (where the first test is under way), plus Lords in London and Headingley in Leeds, coinciding with both the men’s and women’s Ashes fixtures.

In addition, Castore is maintaining its strong relationship with the England & Wales Cricket Board (ECB), with the Summer of Sport imagery “flooding” the inside of the cricket grounds during the series. Grounds will feature Castore pop-up retail stores too.

The new positioning and these three brand partnerships “will be hailed throughout the summer, with the collaborations being spotlighted within the several OOH [out of home] placements nationwide, seeing a combined OTS [opportunity to see] of over 14 million”, it said.  

Tom Beahon, Castore co-founder, added: “We’re delighted to unveil our biggest brand campaign to date. We know how important these sports are to not only the fans, but the wider public too, so through our OOH campaign we wanted to convey the strong feelings we all have towards these sporting activities through emotive, relatable content that aren’t necessarily product-led.  

“We are honoured to work with these big names within the sporting industry and wanted to pay homage to these partnerships through a dedicated campaign. We’re also planning pop-up retail solutions across key men’s and women’s fixtures during the summer too. 

“It’s an exciting time for Castore and this campaign is our biggest investment to date. We’re determined to continue to build our important relationships with teams, athletes and our consumers. We can’t wait to see people enjoy this summer of sport.”