5 Creative Agencies That Are Using Professional Athletes to Elevate Their Campaigns
When it comes to advertising, some brands rise above the noise by tapping into powerful emotions that connect with their audience on a deeper level. This collection of campaigns shows how clever storytelling, cultural relevance, and bold creativity can transform even the most unexpected industries, from insurance to sports apparel. Each of these campaigns proves that marketing isn’t just about selling a product; it’s about creating experiences that resonate with people’s hearts.
1. Mother: Redefining Insurance with the Boston Celtics
When the average person thinks of Insurance companies, they rarely associate it with any sort of raw emotion or loyalty. Mother has flipped the script here with their campaign for Amica Insurance. Partnering with the Boston Celtics, a team with arguably the most loyal fan base in the NBA – admittedly, as a Boston native I may be biased here – Mother created a campaign surrounding humility, loyalty and compassion to show Americans that Amica is not your average insurance company.
Amica’s message draws parallels between the Celtics’ unwavering commitment to their fans and the brand’s dedication to its customers. The campaign challenges tired stereotypes of insurance companies as cold and transactional, and instead presents Amica as empathetic and human-centric. By aligning itself with the shared values of a beloved sports team, Amica breathes new life into its brand, proving that even industries like insurance can win hearts with the right narrative.
Watch Mother’s Amica campaign.
2. Flower Shop: Fanatics and Tom Brady’s Alternate Universe
As a 1995 MLB draft pick Tom Brady nearly pursued a career in baseball prior to his 20+ year dynasty in the NFL. Flower Shop used that alternate reality as the focus of their Fanatics campaign, creating a commercial that plays on what could have been if Brady did not find himself in the NFL. The what-if scenario triggers an “everything happens for a reason” feeling for fans which creates deeper emotions in association with the Fanatics brand.
As a multi billion dollar brand, Flower Shop recognizes that the need for Fanatics’ isn’t to broadcast what the company does, but instead what the brand is about. This wholesome ad reinforces brand affinity by highlighting the fact that each decision the viewer has made has led them to be watching this campaign. By embracing humor and sports nostalgia, Flower Shops appeals to sports lovers – fanatics’ target audience – with a campaign that’s as memorable as it is creative.
Check out Flower Shops’ Tom Brady campaign.
3. 72andSunny: “This Is Football Country”
Football is more than a sport: it’s a cultural phenomenon that brings people together through shared traditions, rivalries, and fandom. 72andSunny’s “This Is Football Country” ad for the NFL taps into this deep cultural resonance, presenting football as more than entertainment.
The ad celebrates the rituals, communities, and passion that football inspires, making it a unifying force across America and beyond. By showcasing the cultural significance of the game, 72andSunny turns the NFL into more than a league but a symbol of connection, pride, and shared history. The campaign features a diverse group of athletes including Haley Van Voorhis, the first (non-kicker) female to play in an NCAA football game to highlight the fact that no matter who or where you are, you are always welcome to join the NFL fanbase.
Be inspired by 72andSunny’s NFL campaign.
4. We Are Social: Adidas and the Vegas Sphere
In a bold move to compete with Nike, Adidas teamed up with Patrick Mahomes and We Are Social for a jaw-dropping Super Bowl campaign. Using cutting-edge AI technology, the ad features Mahomes throwing a football across the Vegas Sphere to his younger self, creating a surreal visual that left viewers in awe.
The campaign brilliantly combines star power, technological innovation, and the grandeur of the Super Bowl stage to make a statement. Using AI and a global sports icon, Adidas positions itself as a forward-thinking brand that’s not afraid to go big to stand out. This forward thinking emphasizes the fact that, in this industry, you have to be two steps ahead to stand out over your competition.
Explore We Are Social’s Adidas campaign.
5. Mekanism: NBA App Launch
Beyond the game itself, the NBA is all about the moments, the highlights, and the behind-the-scenes excitement that make basketball a global phenomenon. Mekanism’s campaign for the NBA app captures this with a fast-paced, snappy commercial that displays the speed at which you can view content of your favorite NBA players. Featuring NBA players across the country, Mekanism shows that the app is for all fans who want to bring themselves closer to their favorite athletes.
By emphasizing the app’s ability to deliver highlights and exclusive content in real time, Mekanism redefines how fans experience basketball. The campaign demonstrates that the thrill of the NBA goes beyond the court and into the hands of fans’ hands, making it an essential tool for basketball enthusiasts everywhere.
View Mekanism’s NBA app campaign.
Staying Ahead in the Sports-Ad Game
In a world full of ads vying for attention, these campaigns stand out because they do more than just push a product—they build connections. Whether it's through loyalty, nostalgia, or innovation, each of these brands has shown that the key to success lies in understanding what moves people. By aligning with shared values and tapping into what matters most, they’ve turned their campaigns into memorable moments that linger long after the screen goes dark.
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