GMG’s Sun & Sand Sports has kicked off its annual Back-to-School (BTS) campaign by inviting kids to step “Off The Bench” and celebrate the thrill of trying something new through a rap video.
The term “Off The Bench” signifies motivating kids of all ages to stay off the sidelines and onto the centre stage for fun.
The rap, sung by young kids in the region who were hand-picked by Sun & Sand Sports, resonates with the spirit of exploration, encouraging kids to step out of their comfort zone of being a spectator and embracing new adventures.
The lyrics mirror the excitement of the game while inspiring kids to get on to the field, incorporating movement on their own terms, but doing it off the bench.
Mohamed Bodiat, Senior Vice President Brands — Sports at GMG said, “As young adults transition from childhood to adulthood, they are busy figuring their identities, values, and aspirations, all of which play a crucial role in their purchasing decisions. We learned that kids are increasingly seeking genuine connections with brands that reflect their own experiences.”
“They’re hungry not just for entertainment, but also for information, advice, and comfort. We have channelled our findings to combine the power of music and play to inspire these young hearts and minds as they head back to school. Sun & Sand Sports believes in fostering wellness and confidence in the most fun way, and this year we have done just that.”
Created in collaboration with creative director Alaeddine M. Makdeche, the campaign’s rap video was created to entertain Gen Z-Alpha and the millennial parent consumer alike.
Highlighting the Sun & Sand Sports product ranges, the hero video and key visuals were rolled out across social media and other touchpoints.
The campaign will leverage a full mix of channels including digital media, radio and influencer partnerships.
As part of the campaign, Sun & Sand Sports will also launch collaborations and on-ground activations.
The retailer has collaborated with its partner brands to offer kids a chance to win fully-funded coaching at sporting academies such as Precision Football, La Liga and Ultimate Athletics across UAE and KSA.
It will host customisations as well as interactive workshops in select UAE and KSA stores throughout the campaign’s weekend to encourage its audiences to bring the fun back into sport across the region.
