Ajax / MTG
Creating a personal brand for an athlete
Client
Ajax is Amsterdam’s famous football club. MTG (More Than Goals) Management scouts, binds and guides talented athletes in professional and personal growth. Website: ajax.nl / morethangoals.com
Briefing
Joshua Pynadath - a rising young superstar in football - needed to establish his personal brand to increase his value and appeal to clubs and sponsors.
Problem
Athletes gain appeal with their successes. While Joshua’s extraordinary talent is recognised by experts he didn’t have his breakthrough yet.
Insight
Joshua mentality and eloquence when speaking about his passion and dedication are exceptional. Also, he appeals to a particularly broad audience thanks to his American and Indian heritage.
Solution
Joshua’s eloquence and mentality were highlighted by diving deep into his story, speaking with himself, his family, peers, trainers and famous football icons, illustrating their statements with archive videos of early to current years. His appeal to both American and Indian fans was visualised by showing fan-videos from both places copying Joshua’s moves.
Result
His management, the athlete and his family were thrilled with the strategy and film materials, which brought along valuable partnerships and support.
