Laureus has appointed Fifty Digital to handle its #SneakersForGood campaign ahead of the Laureus World Sports Awards in Monaco on February 27, 2018.

Fifty Digital has been tasked with creating and managing the #SneakersForGood digital activation leading up to, during and after the Awards, using the Laureus Academy, Ambassadors and Partners as advocates to drive engagement and awareness of the campaign.

With the help of Fifty Digital, #SneakersForGood will celebrate sport’s ability to change lives through a unique, inclusive digital content-led campaign with a sharable focus to drive Laureus Academy, Ambassador and Partner involvement, awareness and donations.

The #SneakersForGood campaign has been running since 2016 and involves guests of the prestigious Laureus World Sports Awards wearing sneakers to walk the red carpet. This year the campaign will culminate in a #SneakersForGood day on 2 March 2018 where schools, Laureus partners and the general public will be encouraged to wear sneakers to work or school to raise funds to support Laureus Sport for Good and show their belief in sport’s ability to make a difference.

Jonathan Hill, CEO of Laureus said: “We really love #SneakersForGood as a cool and different way to make the connection between the Laureus World Sports Awards and Laureus Sport for Good. The campaign guarantees excellent and enduring content, particularly via the Red Carpet, which helps to spread the Laureus message and the event in a credible and memorable way. Having worked with Fifty Digital before, they are the perfect partner to drive this awareness through a combination of digital and social media activation, as well as campaign planning and event initiatives. We look forward to building on the momentum of #SneakersForGood from 2017 and making this a worldwide movement.”

James Campbell, Co-Founder of Fifty Digital said: “This is a fantastic project for a truly great organisation and we are thrilled to be a part of it. #SneakersForGood had a successful introduction last year, so our job is to build on that and reach new audiences to drive the most donations possible for the cause. We’re really excited to get stuck into finding unique ways to tell the #SneakersForGood story through digital, with the help of Laureus’ strong team of Ambassadors, Academy Members and Partners.”


Further Information:


Laureus is a universal movement that celebrates the power of sport to bring people together as a force for good.  Laureus is composed of three core elements – the Laureus World Sports Academy, Laureus Sport for Good and the Laureus World Sports Awards – which collectively celebrate sporting excellence and use sport as the means to promote social change.

The first Patron of Laureus was Nelson Mandela.  At the inaugural Laureus World Sports Awards in 2000, he said: “Sport has the power to change the world. It has the power to inspire. It has the power to unite people in a way that little else does. Sport can create hope where once there was only despair.” This has become the philosophy of Laureus; the driving force behind its work.

The Laureus World Sports Awards is the premier global sports awards honouring the greatest sportsmen and women across all sports each year.  The winners are selected by the ultimate sports jury – the 64 members of the Laureus World Sports Academy, living legends of sport honouring the great athletes of today.  The Awards are presented at an annual Awards Ceremony, attended by global figures from sport and entertainment, which is broadcast to 160 countries and territories. The 19th Laureus World Sports Awards will take place in Monaco on 27 February, 2018. 


Iain Clark – 02034293827 / 
Twitter – @LaureusSport
Facebook – @LaureusSportforGood 

Fifty Digital

Fifty Digital are the fastest growing digital and social media agency specialising in sponsorship and sport.

Working with brands, teams, rights holders and athletes, Fifty Digital combine the power of digital and social media with sponsorship to deliver innovative and engaging digital strategies which maximise their activation in sport.

Started by two ex-Mercedes F1 Team employees in a Soho coffee shop last year, Fifty Digital now has 16 employees working with the likes of: Mercedes-Benz, Epson, Mike Brown (England Rugby / Harlequins), PUMA, Ladbrokes Coral, Porsche LMP1 Team, Pure Storage (The fastest growing technology storage company in history), Kevin Magnussen (F1 Driver), Mark Cavendish (Cyclist),, Haas F1 Team, Catie Munnings (Ladies European Rally Champion) and Susie Wolff.

The company was founded by James Campbell (former Head of Digital at Mercedes-AMG Petronas Motorsport) and Nick Jackman – (former Partner Services at Mercedes-AMG Petronas Motorsport).

Twitter: @FiftyDigital
Facebook: @FiftyDigital


James Campbell – Telephone: 0777 3115853 / Email: 
Nick Jackman – Telephone: 07495 095448 / Email: