Sporting Life
Personal Project
Outgrown Dreams – Helping Adults Rediscover Sports
The Problem
For many adults, quitting competitive sports can feel like closing a chapter of their identity. This can lead to discouragement, loss of motivation, and disengagement from physical activities.
One major barrier preventing them from re-engaging is the lack of proper clothing and gear that supports their evolving needs. Whether they’ve completely stepped away from sports, want to return for leisure, or are eager to explore a new discipline, outdated or ill-fitting gear can be a significant obstacle.
​
The Insight
Life after competitive sports is not the end of the journey—it’s the beginning of a new one. People’s passion for movement doesn’t disappear; it evolves. Whether reigniting a love for a mastered sport or embracing the challenge of a new one, adults need gear that keeps pace with their ambitions.
​
The Idea: Outgrow Your Dream?
Sporting Life empowers individuals to transition into their next athletic chapter by providing high-quality, well-fitted clothing and advanced gear. The campaign celebrates personal growth, encouraging people to embrace their changing relationship with sports and redefine what it means to be an athlete.
With Sporting Life, life after competitive sports becomes an opportunity to pursue new dreams—whether that's swimming for leisure or running the first marathon ever.
​​
The Purpose
This approach positions Sporting Life as more than a retailer—it becomes a partner in people’s lifelong athletic journeys. The campaign helps shift perceptions, proving that the right gear can make a difference in keeping sports and fitness a part of everyday life.
The Execution:
Key Visual:
For this personal project, I explored DALL-E, an image generative AI tool, and wrote proper prompts to create the visuals closest to what I had in my mind. The intention is to show the contrast of change in sports dreams for different people - some keep their own sport, some explore new - but they seemingly don't have the right gear.
Video Script:
The film opens in a heated indoor pool arena during a swim meet. The crowd is screaming, seemingly in sync with every stroke of the swimmers competing in a Women 100m breaststroke final heat.
The last 25 meters are breathtaking. The swimmer in lane 6 suddenly accelerates, pulling ahead of the leading lanes in the center of the pool. She wins the entire race by a fraction of a second. That swimmer is Tina, a 14-year-old high schooler.
​
After celebrating her victory, she takes another deep breath underwater. As she resurfaces, from her point of view, the surroundings of the pool transform into the smaller pool where she practices regularly. Her teammates are entering the water, and the coach raises his voice to ensure everyone hears him. Practice begins as fun but quickly becomes grueling.
​
Flashing images show Tina stepping onto podiums to receive medals, attending early morning practices before school, and staying up late to catch up on homework.
​
From the bronze medal she receives on the podium, the camera cuts to the same medal displayed mediocrely on a shelf in her bedroom. Her passion fades. The atmosphere quiets—no teammates laughing, no coach shouting, no crowd cheering at swim meets. She’s consumed by schoolwork, and the frame fades out.
​
The scene fades back into her apartment, where there are no longer any signs of medals or swimming. Tina is now a busy career woman.
​
The camera follows her hectic daily routine. After a long, monotonous day at work, she passes a Sporting Life store on her way home. She notices a young girl wearing a swim cap and goggles, walking out of the store happily with her dad. The girl doesn’t care how odd it looks, wearing the gear with a beautiful dress.
​
Inspired, Tina rushes home and searches through every corner of her apartment. Finally, she finds a box containing her old swim gear and a swimsuit that no longer fits her. She smiles fondly at them as memories of practices and swim meets flood back.
​
For a moment, from her point of view, she sees the crowded swim meet during one breaststroke stroke and next, she sees a lifeguard on the pool deck and a swimming lesson for kids in the other lane. The camera shifts to reveal present-day Tina, back in the pool for leisure swimming, now part of her regular fitness routine. It’s not for medals, but for life.
​
From the starting block, Tina smiles at the camera and dives in for another lap of breaststroke.
The film fades out as she breaks through the water.
​
The End.
​
PS: This is not AI generated ;)