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Don't Retire, Kid

Award: Shortlist

Shortlist / Digital / Use of Trends & Tactical Marketing / 2020

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.

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