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As brands activate their Olympic sponsorships with ads featuring athletes competing in Paris 2024, Apple is looking toward the future of the Games with the latest entry in its long-running “Shot on iPhone” campaign.
“2036 Hopefuls,” by agency TBWA\Media Arts Lab, spotlights aspiring athletes from around the world who are all under age 10.
The photos were taken by acclaimed sports photographer and International Photography Hall of Fame member Walter Iooss Jr., whose images of top athletes including Muhammad Ali, Michael Jordan and Serena Williams have appeared on more than 300 Sports Illustrated covers—more than any other photographer.
The series includes a 6-year-old Indian striker who was named the best player at the 2024 PPJ Sari Cup in Helsinki and a 6-year-old golfer who was the youngest player in the 2023 Singapore Junior Development Tour tournament.
Images of pint-sized basketball players, swimmers, gymnasts and surfers are appearing on billboards globally and across the U.S. in cities including Los Angeles, New York, Chicago and Miami.
The ads are also running across Apple’s social media along with an Instagram reel showing the child athletes in action as Iooss photographs them. Set to St. Panther’s “Greatness,” the adorable film showcases the passion and exuberance of young skateboarders, rugby players and boxers with big ambitions.
“2036 Hopefuls” mirrors the “Baby Face” ads that ran in January, where photographer Evan Kafka took pictures of 4- to 12-month-old babies for the “Shot on iPhone” series. Both ads appeal to parents looking to capture special moments with their kids, whether goofy faces or a perfect kick.
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