The USOPC has unveiled a new campaign called “One for All” that is designed to “highlight the diversity of athletes and their stories, humanizing them for a fan base that seeks authenticity,” according to Jon Springer of AD AGE. The campaign marks the first work by Wieden+Kennedy, N.Y., for the USOPC. The debut 60-second promo is “meant to show that any fan can find an athlete to identify with, and that all athletes have a story.” It includes a “rapid montage of athletes and related footage of fans,” with gymnast Shilese Jones, wrestler Adeline Gray and swimmer Katie Ledecky among those featured. USOPC Chief of Brand & Fan Engagement Jess Park said, “In the past we’ve probably focused in on the athletic performances of the athletes on the team. And we will for sure continue to celebrate performance throughout all our marketing and coverage. But what I think is important about ‘One for All’ is that we actually start to explore the intersection of where personality meets performance.” Springer noted the USOPC chose to work with W+K in part to find a “creative way to express its message of diversity and representation while attracting Gen Z audiences” (AD AGE, 4/16).
