Retailer Champs Sports brings a free-wheeling, youthful vibe to sports marketing in a new series of spots out of Translation. The summer campaign turns traditional summertime frolicking into opportunities for nighttime athletic fun, showing kids partake in glow-in-the-dark football
, rooftop pooldives
, and middle-of-the-night pick up games
. Directed by Pulse Films' Luc Janin, the films portray the fun in a loose, natural style that is just plain fun, and doesn't feel like it's forcing those "good times" down your throat.