CASE STUDY
RISING PHOENIX
STRATEGY | BRAND ACTIVATION | IMPLEMENTATION
We developed a powerful commercial strategy for the release and activation of Harder Than You Think Productions’ Emmy Award-winning Netflix documentary, Rising Phoenix.
© IMAGO
In 2020, Harder Than You Think Productions launched Rising Phoenix—an Emmy Award-winning Netflix documentary that traces the Paralympic journey from its post-WWII origins to a global sporting force, featuring elite athletes like Bebe Vio and Tatyana McFadden to underscore the power of sports to drive social change.
Harder Than You Think Productions appointed 17 Sport as its commercial partner to build on this momentum. We were tasked with securing commercial brand support and acting as their lead activation partner ahead of the Paris 2024 Games for their accompanying content releases: Rising Phoenix: Road to Tokyo, Rising Phoenix: A New Revolution, and the What Does it Take podcast series.
THE CHALLENGE
We developed a robust commercial strategy to sit alongside Harder Than You Think’s content release and activation plan, aiming to achieve Harder Than You Think’s revenue objectives and sign with powerful brands to raise awareness and credibility.
In response, global brands Procter & Gamble and adidas signed on as partners for 2024, strategically activating their partnerships to align with the Games and further champion inclusivity and representation in sports.
Alongside leading the commercial negotiations, we led the conception and execution of Harder Than You Think’s brand activation before, during, and after the Paralympics. This included integrating Rising Phoenix into external events, employee engagement moments, and more.
OUR SOLUTION
© adidas
The adidas x Rising Phoenix activation spotlighted Rising Phoenix and the journey of select para-athletes during the Paris 2024 Paralympics.
SHOWCASING INCLUSIVITY AT PARIS 2024
Rising Phoenix’s platform expanded to include multiple media and event activation platforms throughout Paris 24.
During the Olympic and Paralympic Games, adidas leveraged the Rising Phoenix to drive messages of inclusivity. We designed and managed a Rising Phoenix installation as part of the adidas activation at Les Halles for consumers, who were also able to attend a panel with Rising Phoenix co-founder Greg Nugent and Paralympic athlete Lauren Steadman at the adi House to gain insights on the filming process and the Paralympic movement.
Additionally, adidas France employees were invited to a private screening of the latest Rising Phoenix film to demonstrate their commitment to supporting people with disabilities.
Rising Phoenix co-founder Greg Nugent and Paralympic athlete Olivia Breen discuss the importance of inclusive sports at the adi House.
Activation planning and development
Production of adidas activation
17 SPORT’S ROLE
“We often joke that our company, Harder Than You Think, couldn’t be more aptly named, because sometimes our work really does feel impossible. But the heart of our mission—to change the way the world thinks about disability equality through the power of sport—lies in forging strong partnerships. Among these, 17 Sport has been one of the most essential. Their support in helping us secure and activate commercial partnerships has been pivotal and will play an even greater role going forward as they continue to help us activate Rising Phoenix.”
Greg Nugent, Founder of Harder Than You Think
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© adidas Breaking Barriers