Why badminton is all about the detail
The intricacy of badminton equipment and clothing is celebrated in a new Central Sports campaign, developed and produced by Sporting Eric ahead of the All England Open Badminton Championship in Birmingham.
Sporting Eric has been at the heart of Central Sport’s reinvention when it relaunched as the Home of Badminton two years ago, with a new look, new website and new content-driven social strategy. In the first three months, our social campaign delivered a reach of 2.7m on Instagram and a 391% increase on Facebook. In the case of Instagram, we grew to 10.9k followers [from zero] in that same period of time.
Central Sports today has a truly engaged 16.1k followers with more than a million regular users, and sales on centralsports.co.uk have risen 94% year-on-year reaffirming their place as the UK market leader in badminton retail.
Ahead of the All England Open Badminton Championship that sees the world’s finest players head to Birmingham and next door to which Central Sports has its flagship store, the company has dropped its latest campaign, All in the Detail.
Reflecting the passion badminton players have not only for the game, but for the tools required – whether it’s the type of shoes, size of bags, or the balance, swing weight, string tension, or flexibility of their racket, everything about a badminton player’s life is about the detail. “At Central Sports, we really know our customers because, like them, we’re hugely passionate about our sport,” explains Wai Lim, director of badminton, Central Sports. “Sporting Eric really capture the essence of our sport in everything they do, from the complete look and feel of Central Sports on every platform to the content delivered, from covering local clubs to professional players to this new series, It’s all in the Detail that showcases our products in an almost cinematic way. It reflects how much we love the beauty of the products, as well as the details we consider when choosing our equipment and clothing.”
The campaign consists of 30 short product-driven videos, covering every aspect of the Central Sports offering. You can see the first videos now via the social channels or on the Central Sports YouTube channel.
