This week, sports and fitness brands are all at the center of the most-talked-about marketing and advertising stories. Get the rundown on all the news you need to know now in our Weekly Must Reads.

P&G’s First Ad for the Tokyo Olympic Games

Procter & Gamble has been an official sponsor of the Olympic Games for years. For past games, the brand aired ads under its “Thank You, Mom,” campaign to honor the sacrifices many women made to help their children become Olympians. Last week, P&G expanded on that campaign idea in two short films produced ahead of the 2021 Tokyo Olympics. The videos are part of a documentary-style series called “Good is Gold,” which follows four athletes taking on inequality with the help of their families.

These ads all use the same slogan, “Lead with Love,” which P&G first launched in late 2020 along with a pledge to do 2,021 acts of good this year. In addition to supporting Olympic athletes’ efforts to promote inclusivity, the brand has launched a new loyalty program that rewards members for purchasing the items their families need. Find out more about the new ads and P&G’s other pre-Olympics plans here: https://www.marketingdive.com/news/pg-honors-olympic-parents-with-campaign-for-tokyo-games/599646/

Nike Targets Not-So-Athletic Athletes

Nike is known for showcasing elite athletes performing the sports they excel at. In their latest ad, the brand is flipping the switch and encouraging people to try something new, even if they suck at it. A number of the brand’s famous spokespeople star in the ad as they attempt brand-new sports. The end result tells us a valuable lesson: even stars were once beginners, and practicing is all part of the fun.

The new spot is part of Nike’s “Play New” campaign, which will also include Snapchat lenses and a video series on TikTok. The brand plans to partner with TikTok creators who will all take on a challenge to try something new – and likely fail at it. Watch the commercial and find out more about “Play New” here: https://www.adweek.com/brand-marketing/nike-wants-you-to-try-some-new-sports-even-if-you-suck-at-them/?itm_source=parsely-api

Peloton’s Latest PR Problem

Popular fitness brand Peloton has found itself faced with another PR problem. Last week, Peloton recalled its newly released Tread and Tread+ treadmills after receiving more than 70 incident reports, including one death. Although the product recall was voluntary, it came more than one month after the U.S. Consumer Product Safety Commission recommended the brand issue the recall. In the months leading up to the treadmill incidents, Peloton was seeing constant increases in sales. However, following the recall, the brand’s stock fell by more than 16 percent in just one day.

This isn’t the first time Peloton has faced controversy. Back in 2019, when the brand was becoming more well-known in the fitness world, their holiday ad was widely criticized for sexist undertones. Once the pandemic hit, though, the need for at-home exercise equipment overrode consumers’ feelings about the commercial, and sales for Peloton products took off. Learn more of the details behind the treadmill recall here: https://www.thedrum.com/news/2021/05/07/peloton-runs-pr-nightmare-here-s-what-it-needs-do-next

Chewing Gum Is Coming Back to Us Now

One of the forgotten product victims of the pandemic: chewing gum. Because fewer people were making in-person trips to the store or flying on airplanes last year, chewing gum sales have taken a dive. Now that more people are getting vaccinated and states are lifting restrictions, Mars Wrigley’s Extra brand has launched a new campaign illustrating the joy of returning to regular life. Set to Celine Dion’s “It’s All Coming Back to Me Now,” the new commercial shows people excitedly exiting the grim life of quarantine and returning to some favorite “normal” activities – including chewing gum.

According to creators behind the ad, the video is meant to be relatable for those who are a little “scared to leave the sweatpants behind,” yet eager to have a fresh start. The idea for the campaign came up in late 2020 when vaccines were first rolling out and Mars Wrigley saw glimmers of hope at the end of the COVID-19 tunnel. Check out the ad here: https://adage.com/article/cmo-strategy/extra-channels-celine-dion-new-ad-celebrating-return-normalcy-and-buying-gum/2332391?adobe_mc=MCMID%3D52895499291212159692000935020902675750%7CMCORGID%3D138FFF2554E6E7220A4C98C6%2540AdobeOrg%7CTS%3D1620400779&CSAuthResp=1%3A%3A5190163%3A0%3A24%3Asuccess%3AC4C79D7113B40308A8C1783CAD0BDABF