In the early days of the lockdown, a marketing guy and former college athlete at Adidas (officially, “adidas”, since capital As cost more) named Fabio Tambosi realized that sports could and should play an important role in how people successfully weathered the pandemic.
Sure, it was easy to focus and even obsess over the spread of the virus, the sick and the dying and the dead, and take a bleak view of the future.
And many in the advertising world and many brands bought into the bleakness. In fact, Forbes ran an article in April 2020 under the headline “Every COVID-19 Commercial Is Exactly The Same”.
You saw all these sappy, depressing, disempowering ads — with their emphasis on phrases like “times like these” and “now more than ever” and “we’ll get through this together.”
But Fabio had a different idea.
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