Approach & Insight

Dedicated to sustainable shopping since 1993, Play It Again Sports has helped keep millions of items out of landfills. We know that individuals are becoming increasingly concerned about the impact that humans have on the environment and are actively looking for ways to make a difference.

Legends in their respective sports – Elan, CCM, Rawlings and Easton – are also committed to sustainability and to supporting local communities. We knew that we could leverage the strength of each brand to further promote our client’s successful shopping model.

Strategy

Our goal was to design a variety of creative assets to optimize these amazing partnerships. We wanted to emphasize the importance of Play It Again Sports’ sustainable shopping model and encourage even more people to recycle their sports gear – with the support of and endorsement from Elan, CCM, Rawlings and Easton. By designing creative assets that featured each of these brands, we were able to capitalize on their name recognition, further building credibility and awareness of our client’s efforts to protect the environment.

In addition, by working with Rawlings and CCM, we had access to images of professional baseball and hockey players that we could use in creative assets – knowing that these star athletes would generate even more interest and visibility for Play It Again Sports and their sustainability efforts.

Execution

Our copy team developed an overarching theme and tagline for these campaigns, “Driven by Sport. Connected by Sustainability.” This tagline, along with other clever and imaginative copy, set the stage for the creation of unique and engaging assets. Our designers incorporated the signature colors of each brand to further emphasize the connection between Play It Again Sports and Elan, CCM, Rawlings and Easton. They also chose vibrant, active images, paired with eye-catching graphic features to maximize engagement. The CCM partnership ads highlighted professional hockey players like Matt Dumba, Seth Jones, Connor McDavid and Auston Matthews; while the Rawlings ads featured baseball standouts like Bo Bichette, Ronald Acuña Jr., Mike Trout and Aaron Judge.

The Results

These partnerships were a huge win for Play It Again Sports, and Curious Jane was excited to be involved in the efforts to promote their sustainable shopping model. They were thrilled with our ability to create a variety of assets that seamlessly integrated the mission of Play It Again Sports with the strength of four iconic brands – Elan, CCM, Rawlings and Easton.