You may have heard of Esperanto – a language created in the 19th century to allow people who speak different native languages to communicate. Now sportswear brand SKINS is launching Esportanto – the first (un)official language for sport.
Esportanto uses emojis to cross language boundaries. Olympics fans will be able to laugh, cry, celebrate, sledge, gloat, exalt and banter with everyone in the whole world, whether their name is John, Juan, Sing or Cindy.
The #Esportanto campaign, created by agency BBD Perfect Storm, will see SKINS call on sports fans across the globe over the next six weeks to think both literally and laterally to talk about the greatest show on earth in the most inclusive (and creative) terms. It is asking people to build their own emoji posters to share on social media to help fill out the Esportanto dictionary, rewarding the best entrants with a free pair of SKINS tights.
SKINS will be engaging its audience for the #Esportanto campaign through its social channels, bringing in famous sports personalities and its ambassadors to join in on the global conversation in the run up to, and during, the big event in Brazil.
Jaimie Fuller, executive chairman of SKINS, said: “At SKINS, we believe sport transcends language, race and religion in a way few things can. Today, the power of social media enables millions of people around the globe to comment on, share and participate in the greatest sporting moments. We thought it was only right that they had a common language to do so.”