Sun & Sand Sports
Commit to Nothing
24th January 2023
Sun & Sand Sports, the biggest sports retailer in the Middle East, wanted to launch their first global campaign with a bang. But all sports brands are yelling the same thing, “Train hard, sweat, be the best, reach glory”, and Gen Z are sick of hearing it. So with a little help from DJ Khaled, we encouraged them to do the exact opposite; do whatever’s fun, play one thing, then move on to the next. Commit to nothing.
