Our research shows that the older people get, the less likely they are to have a dream. As part of their Chase Your Dream, No Matter What campaign, Worldwide Olympic Partner Bridgestone wanted to show that age is not a barrier by unlocking people’s Olympic mindset. We created a pop-up gym on London’s Southbank to mark double Olympic gold medallist Daley Thompson’s 60th birthday where he hosted a workout he designed for 100+ participants. His fame transcends sport, while his belief that age is no obstacle to chasing your dream makes him an authentic advocate of our key messages. The PR event generated 458 pieces of coverage in national and regional broadcast, print and online titles.
