Don't Retire, Kid
62% of children drop out of sports by age nine. Why? They’re not having fun, because parents and coaches have prioritised winning at all costs. To reverse this trend, Arnold Worldwide launched the #DontRetireKid campaign by holding a live press conference so a nine-year-old could announce his retirement on the biggest sports stage – ESPN’s SportsCenter. Soon everyone from Kobe Bryant to Good Morning America shared their support for the kid and others just like him as they started a movement for change online and rallied around Project Play’s solutions to put the youth back in youth sports.
- DigitalUse of Trends & Tactical Marketing
Country
- United States
Client
- The Aspen Institute
Production Company
- Greenpoint Pictures
Post Production Company
- Soundtrack Boston
- Exile Edit
- Nice Shoes
Music & Sound Company
- Found Objects
Chief Creative Officer
- Icaro Doria
Executive Creative Director
- James Bray
Creative Director
- Kobe Bryant
- Sam Mullins
- Justin Galvin
Executive Producer
- Tatiana Rudzinski
- Trevor King
- Paul Shannon
Brand Strategy Director
- Catherine Sheehan
Brand Strategist
- Molly Chisholm
Marketing Director
- Gail Felcher
Marketing Manager
- Aidan Keefer
- Emily Coan
Director
- The Hudson Dusters
Director of Photography
- Nathan Swingle
Producer
- Luke Stevens
Editor
- Matt Murphy
Colorist
- Phil Choe
Sound Designer
- Dave Sicilian
Advertising Agency
- Arnold Worldwide
62% of children drop out of sports by age nine. Why? They’re not having fun, because parents and coaches have prioritised winning at all costs. To reverse this trend, Arnold Worldwide launched the #DontRetireKid campaign by holding a live press conference so a nine-year-old could announce his retirement on the biggest sports stage – ESPN’s SportsCenter. Soon everyone from Kobe Bryant to Good Morning America shared their support for the kid and others just like him as they started a movement for change online and rallied around Project Play’s solutions to put the youth back in youth sports.