Jun 15, 2018 | By Sidney Morgan-Petro
As the Active Team prepares to head straight into the eye of the “Olympic storm”, we want to acknowledge one of the coolest projects inspired by the games so far — Coca-Cola’s ‘Move to the Beat’ campaign. In partnership with Mark Ronson, the goal of this mega global marketing campaign is to pique the interest of the youth-at-large through music. The track that Ronson produced for the campaign, “Anywhere in the World”, is comprised of the actual “sound of sport” layered with vocals from UK pop star Katy B. Coca-Cola is hoping that this song will resonate with the kids, creating a subconscious soundtrack for this summer’s games. Well, its seems like they may have hit the nail on the head because we are not only curious, we are hooked.
So what exactly is the “sound of sport”? Think about tennis. All that grunting and groaning. Now, imagine that every sport has is own set of specific sounds…archery, cycling, gymnastics, running. The shuffle of feet on the track, the springboard as it retracts, the rhythm of breathing. All of these sounds stitched together create one symphony of performance, and Mark Ronson is at the helm, remastering and capturing every last moment. Pure genius if you ask us.
Kseniya Vdovina, 24, 400m sprinter from Russia, Dayyan Jaffar, 17, archer from Singapore, Darius Knight, 21, table tennis player from Great Britain, Mark Ronson, Katy B, David Oliver, 29, 110m hurdler from the United States and Maria Espinoza, 23, taekwondo athlete from Mexico
There is even a documentary called ‘Beat 2012′, directed by Kim Gehrig, that illustrates Ronson’s tedious expedition around the globe, as he met with the athletes to record their movements, emotions and voices. This has us jazzed in a big way, can’t wait to see how this plays out once the games hit full throttle. – Jeanine Pesce
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.