Training in summer? Love it. Winter? Not so much. Cold nights and retreating daylight can put even the hardiest athletes off. But Sports Direct has the answer — the right gear and the right attitude. We were tasked with bringing this to life with a motivational campaign to inspire athletes to keep going when the temperature drops.

‘Beat the Quit’ personified the dread we feel when winter training arrives. We concepted, wrote, art directed and produced a fully-integrated campaign to get our winter mantra out there. By revelling in the buzz we feel when we push through our excuses and driving to specialised product, we removed the barriers to winter activity. Accompanied by in-store promotions, product-specific cutdowns and hundreds of social activations, we kept athletes going when everything told them to stop.

The campaign went live in late September, with a full takeover of the Tottenham Court Road flagship, and a strong presence on on-demand TV. Social activations and involvement from sports-influencers furthered the campaign's reach, encouraging athletes everywhere to Beat the Quit.