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campaign for Andy Murray’s Radical
digital
Racquet Series
H
igh-performance technical sports outfi tter Crewroom,
the company that kits out Olympic teams and Boat Race rowing crews, has recruited an award-winning sales executive to its growing team. Scott McDonald, who joins
Crewroom with more than 20 years’ experience in the sports trade, is taking up the newly created post of UK Retail Account Manager with the company. Scott, who has worked in a variety of positions in
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SGB-SPORTS.COM NewA
Great meeting with Anthony Band from BARE to RUN today, some exciting barefoot projects in the pipeline. . .
ndy Murray is playing the leading role in the new global, digital communication campaign released by Head Tennis, supporting the introduction of the new YouTek IG Radical Tour Racquet Series.
The Head Radical racquet series has been designed for players with a versatile and unpredictable
style of play, and as Andy Murray combines these attributes in his game, he became the testimonial for the racquet’s positioning: radical creativity on the court. ‘Radical Creativity’ was also the inspiration for Head’s new communication concept with Andy Murray. The centrepiece of the campaign is a surprising fi lm in which Andy thinks about what kind of creative job he could have had, if he hadn’t become a pro tennis player. Prompted by a question of a journalist at a fi ctional launch press
with the Radical I’ve played
since I was 13 and I never wanted to change since
conference, Andy starts dreaming about diff erent professions: Barber? Chef? Rockstar? But his diff erent dream sequences clearly reveal there is only one right job for Andy - playing tennis. And only one right racquet he needs for it. Andy Murray’s YouTek IG Radical Pro leads the line-up for the Head Radical series, which has established itself as a tennis racquet collection for both power and control. “I’ve played with the Radical since I was 13 and I never wanted to change since,” says ATP world No.4 ranked Andy Murray. “With the new YouTek IG Radical, I feel I have a lot more variety in my game.” The fi lm titled ‘Andy’s Radical Job Switch’ has been launched today on Head’s YouTube brand channel on
www.youtube.com/headtennis. As part of the campaign, HEAD invites tennis fans and social media users to win the opportunity
to also switch their job and, for one day, have the chance to experience the life of a tennis pro – together with Andy Murray of course. The competition is hosted exclusively on the Head Facebook site
www.facebook.com/headtennis.
Crewroom appoints Great Scott
retail – as shop manager, representative and as a free sales agent – for brands such as Brooks, Saucony and Sugoi, was London agent for Brooks from 2002 to 2008, when he helped grow their turnover signifi cantly and was voted Brooks’s International Sales Man of the Year. Crewroom, which is based
in Putney, south-west London and is building its retail presence across the UK with a growing number of new clients and contracts, said it was delighted to welcome
McDonald to the team and described his new role as “a key appointment”. Crewroom Founder, CEO
and Creative Director Kate Giles, said today: “We are delighted that Scott is joining us. His new role as UK Retail Account Manager is a key appointment for us as we build our brand presence in the speciality sports sector.” McDonald said: “I have been
aware of the Crewroom brand for years, and I have been following their progress with great interest. It is terrifi c to
@TargetDarts
Target are delighted to announce the signing of PDC new- comer Scott Rand.
@grantshapps
On Sky to discuss Govt Portas response to High Street review. I’m calling it ‘Portas Plus’ accept virtually everything, plus more ideas. Grant Shapps MP
@FIH_Hockey
London to host 2015 Euros- Tournaments to be held at Lee Valley Olympic legacy venue
@MCSPRCOUK
Pippa Middleton wearing Odlo!!!
fi nally be part of the team, and I am very much looking forward to seeing the brand expand in specialty retail throughout the UK.”
@MerrellUK We’re always looking for outdoor enthusiasts to review our products; so if you have a blog & would like to test, please drop us a DM
@SalixBats
2012 site fi nally going up today
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