CX Agency Lavender Backs Retro-Running For Le Coq Sportif Australia

CX Agency Lavender Backs Retro-Running For Le Coq Sportif Australia

Muhammad Ali and Bruce Lee did it as part of their training routine and Buddhist monks in ancient China believed it was good for body, mind and soul development. Retro-running, or running backwards, is now taking centre stage with a new content hub created by CX agency Lavender for sportswear brand Le Coq Sportif.

As the Rio Olympics Games draws to a close, Le Coq Sportif has made it its mission to help Irishman Garret Doherty – a three-time world champion of Retro-Running – raise public support for Retro-Running with the hope that it becomes recognised as an Olympic sport.

Doherty’s dream is to compete on the world stage before he dies. He has been running backwards for seven years and can run a mile backwards in less than seven minutes.

Lavender created a content hub in support of the Retro-Running athletes community for Le Coq Sportif, which recognised the potential of supporting the rise of what could go on to become a popular sport.

In addition to retro-running.com, Lavender has created social content and is generating PR for the cause. The work has also gone international, with Le Coq Sportif using the content on its global social platforms.

Lavender has also sent letters on behalf of Garret Doherty to the 93 members of the International Olympic Committee, seeking their support for the recognition of the sport. Doherty received a helpful reply from the Swiss member, outlining the steps he would need to take to achieve his Olympic goal.

Visitors to the content hub can also sign a petition in support of Retro-Running becoming an Olympic Sport.

Lavender executive creative director Marco Eychenne said, “When we discovered Garret’s story we knew it had the potential to become a story of great sporting achievement, full of passion and determination.

“And we recognised straight away that it was a great cause for Le Coq Sportif to be associated with and help take Retro-Running to the Olympics. We have our sights firmly set on the 2020 Tokyo Olympics Games.”

 




Please login with linkedin to comment

Le Coq Sportif Australia retro-running Tablet App

Latest News

Mastering the balance beam: Finding cut through via experiences and exposure in sport
  • Opinion

Mastering the balance beam: Finding cut through via experiences and exposure in sport

From the hallowed turf of the MCG to every local suburban club around Australia, we’re a nation famed for our fervent love of sports. Sport in Australia is also becoming the last bastion of immediate mass reach entertainment, argues Starcom’s Roger Linttzeris (pictured above). Australian’s have a greater level of access to sport than ever […]

Sunday Gravy Welcomes Ego Pharmaceuticals To The Table
  • Advertising

Sunday Gravy Welcomes Ego Pharmaceuticals To The Table

Following a competitive pitch, Ego Pharmaceuticals has moved its business to Sunday Gravy. Ego produces over 150 different products, including well-known brands such as QV Skincare, SunSense Sunscreen, Aqium Hand Sanitiser, Elucent, MOOV, and Azclear. “We were looking for a creative agency partner that was just as passionate about long-term brand building and collaboration as […]

Unveiling Distinct Channel Opportunities: Insights From Dash Hudson’s Cross-Channel Social Media Benchmark Reports
  • Partner Content

Unveiling Distinct Channel Opportunities: Insights From Dash Hudson’s Cross-Channel Social Media Benchmark Reports

The rise of algorithmic content has changed social media, shifting feeds from social-driven to entertainment-driven. Short-form video now accounts for 38 per cent of social content on Instagram, and its dominance continues to grow. Community-building and curated content from creators have come to the forefront of marketers’ strategies, and at the same time, social commerce […]

Partner Content

by B&T Magazine

B&T Magazine