Sync story: Adidas/Dave Connolly

Ben Homewood

With Euro 2020, The Olympics, Wimbledon and more either cancelled or postponed, the impact of the coronavirus pandemic on the world of sport is clear.

In response, Adidas launched a powerful new campaign with the simple title ‘Ready For Sport’. Set to While The World Waits, an instrumental specially written during lockdown by London-based composer Dave Connolly, the ad features empty stadiums and locked practice grounds, coupled with shots of sports stars in action.

“The client wanted a hopeful, optimistic ...

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