Le Coq Sportif is aiming to build support for retro-running in the hope that it gets recognised as an Olympic sport.
Retro-running or running backwards was practised by Muhammad Ali, Bruce Lee and Buddhist monks in ancient China. But in a new campaign, created by CX agency Lavender, sportswear brand Le Coq Sportif is aiming to help three-time world champion of retro-running, Garret Doherty, achieve his dream of competing on the world stage, by getting retro-running recognised at the Olympics.
To create support, Lavender has created a content hub to support the retro-running community. In addition, the agency has built social content around the cause including on Le Coq Sportif's global social channels and generated PR interest.
But taking it even further, Lavender has also sent letters on behalf of Doherty to the 93 members of the International Olympic Committee asking for their support. The Swiss member of the committee has already replied, outlining the steps Doherty would need to take to achieve his goal.
Lavender ECD Marco Eychenne says: “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.”
