Performance analysis provider STATSports has partnered with creative agency Ear to the Ground to deliver a new global advertising campaign, entitled The Difference.
The campaign features Manchester City pair Raheem Sterling and Phil Foden, as well as Liverpool’s Alex Oxlade-Chamberlain and will air for the first time during the Premier League clash between the two clubs on Sunday evening.
Manchester United captain Harry Maguire will also star in the campaign, which will feature USA players Mal Pugh and Jordan Morris, as well as a number of grassroots players to promote the STATSports Apex Athlete Series - a FIFA-approved GPS performance tracker.
“Our Fan Intelligence Network identified that, whilst brand association was high with the professional game, we had a job to do to connect the product with grassroots players,” said Richard Adelsberg, Managing Director, Ear to the Ground.
“We also found that young footballers nowadays don’t just dream of one day emulating their idols, they want to see how they measure up right now - STATSports enables them to do exactly that. The product is proven to increase fitness and max speed so in terms of reason to purchase we had a pretty good starting point!
“But we knew that we needed a more emotive hook, ‘The Difference’ brings to life the stats that lie at the heart of the product in a way that motivates grassroots talent to maximise their potential and dream about where they want to be.”
STATSports and Ear to the Ground have also collaborated on a social extension to the campaign, which will see a collective of football and fitness creators undertake a six-week regime to improve and track their metrics, such as max speed, against Sterling and Oxlade-Chamberlain.
The campaign will also feature additional advertising spots planned across high-profile football matches throughout the Christmas period.