'Lazy, entitled' student athletes defy stereotype in Droga5 spot
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Advertiser
IMG Academy -
Agency
Droga5 -
Sector
Retail brands and Clothing stores -
Exposure
United States
First work for Florida sports school IMG Academy takes issue with unfair characterizations of Gen Z
Droga5, Under Armour’s AOR, is showing off its sports chops once again with an emotional film for IMG Academy, a Florida boarding school for athletes. The spot, "Tomorrow is Ours," sets clips of students intensely practicing their techniques against recordings of people calling their generation lazy and spoiled (which may call to mind some earlier Droga5 work). "The campaign was inspired by the insight that IMG Academy students idolized not just the best athletes in the world, but also the athletes who had overcome obstacles and were known for their grit and hard work," the agency said in a release.