When GMG’s Sun & Sand Sports created their inventive ‘Commit To Nothing’ campaign, they knew exactly who they wanted to collaborate with.
World-renowned American DJ, record producer and rapper DJ Khaled was drafted in to bring his trademark energy to this drive designed to encourage viewers to reimagine their journey of sports. Sun & Sand Sports, the leading sports destination in the Middle East, hoped to encourage people to try many different sports, embracing the values contained in their hashtag, #CommitToNothing.
This partnership was launched in January with an entertaining film, showcasing DJ Khaled’s larger-than-life personality. The Grammy Award winner embraced the initiative, performing a wide range of activities – from basketball to VR boxing – with his unique twist.
We spoke to Mohamed Bodiat, Senior Vice President Brands – Sports at GMG, to discuss all things #CommitToNothing and Sun & Sand Sports.
Q: DJ Khaled is the star of your latest #CommitToNothing campaign. What made him such a perfect fit?
A: DJ Khaled is known for his larger-than-life persona making him the perfect fit for our campaign that aims at making sports enjoyable for everyone. The Grammy award winner embodies the spirit of Sun & Sand Sports today where we as a brand are moving towards making sports less intimidating for everyone and hoping that our campaign will encourage people to try everything without the pressure or judgement. We want to redefine their journey of sports with the help of DJ Khaled and his irreverent and infectious personality that you see is portrayed beautifully through our campaign film and visuals.
Q: How much did you enjoy working with DJ Khaled on this campaign? He’s someone the whole world is interested in. Please share your campaign journey.
A: Working on this campaign with DJ Khaled was a lot of fun and a great learning experience. He is extremely passionate about what he does, and the campaign is testament to that.
Q: Talk us through the #CommitToNothing advert and how that was created
A: The campaign film translates our overall mission of making sports fun and to be an enabler of sports for everyone in the region. With this purpose in mind, we have embarked on the next phase of our mission: to encourage people to try different sports and not commit to just one.
Q: What type of reaction has the #CommitToNothing campaign had?
A: The campaign received a lot of positive feedback from everyone and has gained momentum on multiple channels across social media, PR and even influencers. We are very happy with the response and truly believe that this is just the beginning to making sports fun and enjoyable for everyone!
Q: How can Sun & Sand Sports help people who are interested in trying new sports?
A: As a brand leading in sports within the region, we want to help people find what they love or not by trying different sports. Ultimately, we want to eradicate the feeling of intimidation that people often feel when it comes to sport and replace it with pure joy. At Sun & Sand Sports, you will find different brands with the apparel and equipment to help anyone in their journey of sport. Along with the right product, we also have the right team members in store to guide you closer on your journey of sports.
Q: How big a range of different sports do Sun & Sand Sports stock?
A: Sun & Sand Sports houses many different brands from Nike, adidas, Puma, Under Armour and many more. You can find the best fits and equipment for all your sporting needs at any of our stores within the region or online at sssports.com.
Q: How important is it to make sports fun and how do Sun & Sand Sports achieve this?
A: Over the years, Sun & Sand Sports has evolved from focusing on pure performance to a brand that makes sports fun for everyone which is very important to us. After conducting in-depth research on the topic, we quickly learned that many children are quitting sports because of the pressure of the game. As a result, this took precedence in our entire effort to restore the fun element of sport, giving rise to our new narrative as #FUNTOTHEFINISH.
Q: Talk us through the TikTok Hashtag Challenge
A: Our TikTok Hashtag challenge will encourage everyone to capture their journey of sports while truly being themselves even if that means trying different sports to find the one that truly fits or not; because the key to approaching any sport is simply being brave enough to try. The challenge goes live on 31st of January. Stay tuned!
Q: What does 2023 hold for Sun & Sand Sports as a brand?
A: This year we want to continue to break through the norms of sport through bold and thought-provoking campaigns that encourage people to reimagine their journey of sports.