adidas boxing – ad or content or branded entertainment?

I really like this boxing work from adidas, shared via the curious brain, but it does raise some interesting questions (below).

I’m no boxer but I am a sports fan. I’m not sure if the boxers used are the biggest stars in the sport or if they are in an “everyday” boxing club. That said:

It seems too long to be an ad.

But there’s not enough “story” to be considered pure content.

And there’s probably not enough really in-depth information for the boxing afficianado – as a sports fan I’d be looking training tips, drills etc.

But it is beautifully shot by Romain Gavras and definitely follows the formula for sports advertising:

Violent sport + emotive music  = awesome. Always.


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