World-renowned American DJ, record producer and rapper DJ Khaled has been drafted in by GMG’s Sun & Sand Sports, the leading sports destination in the Middle East, to tackle perceptions through their inventive ‘Commit To Nothing’ campaign.
This bold and thought-provoking venture encourages the audience to reimagine their journey of sports. With this purpose in mind, Sun & Sand Sports have embarked on the next phase of their mission: to encourage people to try different sports and not commit to just one.
Launched earlier this week, ‘Commit To Nothing’ features DJ Khaled out and about to tackle the perceptions attributed to sports. The film surprises viewers and inspires them to defy judgement, unapologetically expressing themselves while trying something new.
Sun & Sand Sports intends to shift the narrative of committing to just one sport to actually enjoying sports on your own terms and having fun while doing it, without the pressure of commitment through their ‘Commit To Nothing’ tagline.
DJ Khaled is synonymous with being irreverent, as he is with being confident and entertaining. The brand played on DJ Khaled’s larger than life personality to weave relevance and authenticity to the campaign.
In their fresh take of #CommitToNothing, the film sees a variety of sports unfold in the Grammy Award- winner’s day, ranging from basketball to the now trending VR boxing, each with an interesting twist.
“Over the years, Sun & Sand Sports has evolved from focusing on pure performance to a brand that makes sports fun for everyone,” explained Mohamed Bodiat, Senior Vice President Brands – Sports at GMG.
“With that in mind, we want our campaign to be a catalyst that inspires our community to try everything. This, combined with DJ Khaled’s ability to resonate with the youth is what led us to believe that he truly embodies the spirit of the brand as we continue our journey towards making sports #FunToTheFinish.”
Other fun extensions of the campaign will include a TikTok Hashtag challenge, encouraging 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.