The Cisalfa Sport campaign is aimed at those who are ready to start again with sprints and energy
September is the month of the new beginnings. The restart after the summer break brings with it a new energy, but also a load of expectations and habits to be found. And it is at this moment, in which the motivation is measured with the routine, that Cisalfa Sport – chain of physical and online stores of clothing, footwear and sports equipment and lifestyle – chooses to speak to people with an authentic and deeply empathic message. Thus was born “listens only to your desire for sport”, the new on air campaign. A narrative that touches inner and universal ropes, focused on that silent but powerful dialogue, which each entertains with himself every time he must (re) begin. Sometimes demotivating – the one who says “forget it”, “you won’t do it”. But there is also the other. The positive, encouraging, who whispers “Go, start again”, “think about how well it will do you”, “afterwards you will be better”.
mantra
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The new campaign is flanked by research conducted by Ipsos for Cisalfa Sport: an investigation into the relationship between sports and young people, in the 18-35 year. Between intentions and practice, it remains a gap: only 38% of the interviewees say they do sports in a constant way, 41% do it occasionally or only rarely, while 21% abandoned it completely. Among the main obstacles: lack of time, laziness and, in many cases, a sense of inadequacy that ends up weighing more than real difficulties. A significant figure shows that 1 young adults out of 2 risks abandoning sport due to mental blocks and emotional fragility, a sign of how much mental well -being is an integral part of the relationship with physical activity today. And it is precisely here that “listens only to your desire for sport” finds its narrative strength: in the idea that a small mantra, repeated every day, can become an ally to overcome fatigue, break the resistance, put back body and mind in motion.