Levelwear and Adam Hadwin Spotlight Why It Takes a Team to Succeed

In the sports world, brand messaging tends to focus on the individual, idolising those with a rise-and-grind mentality. Levelwear has launched its first campaign by Broken Heart Love Affair that breaks through by reminding us that while one person may be the champion, no one wins alone.

Levelwear, a Canadian-based athletic apparel brand, hired Broken Heart Love Affair to help the organisation articulate its brand. The result is a bold brand platform – ‘We Win As One’ – asserting Levelwear's belief that even in individual sports, it takes a team to succeed.

To introduce this ethos to the world, Levelwear and BHLA are bringing this ‘team-over-everything’ mentality to Consumers in Canada and the US through a new brand campaign. The spot features the brand’s new rally cry that speaks to athletes and fans alike: Who’s With You? It challenges viewers to consider their personal team through a not-so-typical day on tour with PGA Tour golfer and Levelwear athlete, Adam Hadwin.

Hadwin has been a PGA Tour golfer for over 15 years, earning 44 top ten PGA Tour finishes, a Valspar Championship win and a member of the Presidents Cup Team. But what if he didn’t have his swing coach? What if his parents hadn’t bought him his first set of clubs? ‘No Dream,’ directed by Brent Foster, invites us to consider just how significant our “team” really is and encourages everyone to recognise the people in their corner. The message is even in the details, from Adam Hadwin bringing his PGA Tour Caddie Joe Cruz along for a cameo in the spot, to Hadwin’s parents digging up old family photos to share with the world.

“At its core, success is driven by the strength of your team,” said Vitalis Gomes, CMO at Levelwear. “Our brand has always stood for more than just exceptional product quality. It’s about celebrating shared victories with the communities that support and inspire us-whether that’s on the course, the field or within the walls of your own office”.

“It was easy to convey the brand message through this spot considering it is so authentic to the brand and the entire team genuinely championed the idea throughout the process.” said Marty Hoefkes, creative director at Broken Heart Love Affair. “Working with Adam in particular was a testament to the spirit of what Levelwear stands for, which is deep appreciation and respect for everyone working alongside you."

‘No Dream’ will be running on TV in Canada and the US during the PGA tour season with a variety of accompanying assets across social and digital platforms.