“Get your head in the game.”
In sports, that expression usually carries a negative connotation, implying that someone is distracted and not performing up to their potential.
But Rhone is turning that idea upside down with the launch of its new “Head in the Game” campaign. The active and lifestyle brand, which has long been a champion of mental health, has tapped its ambassadors from the LPGA and the NBA to be featured in the new campaign that will launch on Tuesday.
In a series of television spots, golfers Lilia Vu and Lauren Hartlage are shown alongside some high school and college golfers while a narrator says: “Looking after our minds has never been more important. That’s why at Rhone, we’re working with the LPGA to inspire mental fitness in everyone. On and off the course.”
A second commercial features NBA champ and new Rhone ambassador Kevin Love is shown with young hoopsters while a narrator says the same thing, only swapping out NBA for LPGA.
In addition to the commercials, Rhone will also bring the campaign to life through social media engagement, expert advice on its Mental Fitness content hub, as well as a series of ticketed events that will be offered in New York, Los Angeles, Boston and Connecticut. The Mind & Muscle events will feature a mix of physical movement and mental conditioning and all proceeds will be donated to the Kevin Love Fund to help with the expansion of the nonprofit organization’s mental health efforts.
“‘Head in the Game’ sparks conversations that recognize the brain as a muscle that requires just as much training and attention as the rest of the body,” Love said. “The goal is to redefine the way we approach mental health, ensuring it becomes a key part of overall health and performance — because when every head is in the game, everyone thrives.”
Ben Checketts, cofounder and creative director of Rhone, said: “We’re committed to promoting the importance of mental well-being as essential for everyone, and we hope that this campaign helps to destigmatize mental health conversations, along with everything else we do at Rhone to promote this mindset, our brand mission is to positively impact over 100 million lives. Together, let’s get every head in the game.”
The campaign was developed by Rhone in partnership with the IMA creative agency and film director Nicholas Woytuk. The 15- and 30-second commercials will air on television and streaming channels including Peacock, Hulu and Amazon, while a longer 60-second version will be used on Rhone’s social media channels. A version will also run in New York’s Times Square.