Before fame, young athletes prep the fundamentals in spot from IMG Academy

Workouts, drills and relentless practice feature in campaign running during NBA Finals

Published On
Apr 26, 2019

Editor's Pick

Most sports campaigns focus on successful, famous athletes—recognizable faces who can lend credibility to a product. But no one starts at the top. Behind every successful athlete is a lifetime of training and practice.

A new campaign from IMG Academy, the Florida-based multidisciplinary sports boarding school with a rep as a top training ground for pro athletes-in-the-making, highlights the work happening behind the scenes and before the spotlight. A quick-paced montage follows athletic hopefuls as they drill and struggle to master techniques that will one day become habit.

The spot expects potential enrollees to know a bit about the school—though it mentions "pro-level coaches," there's no talk of some of the illustrious alumni who've come through the program, like tennis stars Maria Sharapova and Andre Agassi or golfer Paula Creamer. (Athletes in individual sports also sometimes end up signing with IMG's sports talent offerings for representation when they do go pro.)

The power of Endeavor (which also owns IMG) as an all-in-one stop is also on display here. The spot was created and produced by 160over90, the creative agency acquired by Endeavor Global Marketing last year. It is currently running in multiple cuts on digital and social channels and will run on TV during the NBA Finals on ABC, which begin May 30.


Apr 26, 2019
Agency :
Endeavor Global Marketing
Creative Company :
Production Company :
Media Company :
Lamark Media

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