We Are Social Sport helps create 'Never Surrender' campaign featuring World Record Holder Adam Peaty

Josh Peachey's picture
by Josh Peachey

Sports nutrition brand Science in Sport has launched Never Surrender, a brand campaign that focuses on inspiring personal stories of career athletes.

Developed with We Are Social Sport, the campaign kicks off with the release of a three-minute documentary featuring Olympic Gold Medalist and World Record holder, Adam Peaty. 

The film focuses on an emotional interview, during which Peaty opens up about how his drive - and almost obsessive desire - to go faster has helped him to overcome obstacles and achieve, both in life and in sport.

Richard Whitty, Marketing Director, Science in Sport, said: “Our consumers are a specific type of athlete - they strive to be the best sportsperson they can be. As we have developed the campaign with We Are Social Sport we have tapped into real insights from sporting icons to help people learn from the best. 

"We are, of course, currently all battling our own unique set of obstacles during the coronavirus crisis. While we may not get to see our favourite sports stars in action this summer, we hope that people will be inspired by their experiences. We’re proud of the story we’ve been able to tell.”

The film is now live on Science in Sport’s global YouTube channel, supported by 15-second teaser content and still assets on Facebook and Instagram. 

The content will also be supported by a Live Instagram interview between Peaty and Sir Chris Hoy, another Science In Sport ambassador.

The activation is part of a week of content where stories of resilience and commitment to training will be heard from Mark Cavendish, Taylor Spivey, Team INEOS and Manchester United across the week.

Watch Adam Peaty talk about mental strength in the Never Surrender campaign

The campaign has been developed to create a deeper emotional connection with the core Science in Sport audience and to drive higher brand awareness. 

Gareth Leeding, Executive Creative Director at We Are Social, said: “By partnering with Science in Sport to deliver this campaign, we had an amazing opportunity to create a brilliant piece of storytelling, which has the potential to completely change the way the brand is perceived. 

"Social isn’t about broadcasting to an audience, it’s about giving them a reason to want to engage with and talk about your brand in an open space.  The stories which have come out of the athlete interviews offered us the chance to give people just that."