When a setback is the start of a comeback: This is #UpAgain
Our #UpAgain campaign celebrates the unbreakable spirit that drives athletes to compete on ice.
In 2019 we identified that skaters engage in 50,000 social conversations a year about the pain and fear of falling on the ice.
In response, we created #UpAgain, a campaign dedicated to inspiring skaters to overcome their challenges on and off the ice.
Over the next three years, #UpAgain became part of skating culture and was recognized and used by fans and athletes around the world.
So for Beijing 2022, we adapted the campaign to tell the athletes’ remarkable stories and celebrating their talent as they competed to get #UpAgain on the podium in Beijing.
These included the stories of 22-year-old Donovan Carillo who overcame Mexican machismo culture to become his country’s first Olympic figure skater in 30 years, US star Erin Jackson who became the first Black woman to win a speed skating medal at the Winter Olympics and Sjinkie Knegt, the Dutch short track skater who suffered multiple injuries including severe burns and made his was back to the top.
We partnered with multiple agencies including a social agency based in China in order to localise the campaign for the host nation.
We revolutionised the ways fans consumed Speed Skating. The sport traditionally sees skaters race in pairs against the clock in a bid to record the fastest time over distances.
We helped fans see exactly how medals were won and lost by creating animated visualizers that showed the athletes’ races simultaneously.
23 of these visualizers, one for every Speed Skating and Short Track Skating final during the Olympics. The result was unprecedented levels of engagement from the community who loved the activation.
Best #UpAgain moment
As the winter season comes to an end, a final celebration of the feats of the incredible athletes with the best 5 #UpAgain moment of the season have been selected:
This is #UpAgain, A Documentary Series
This is #UpAgain, a documentary series gives fans a closer insight into the return of International Competitions. The four-part series give you exclusive behind the scenes access to what it felt like for the athletes to get back to competing on international ice, to train, relax and even get to socialise.
We must overcome life’s challenges to achieve our full potential.
This is #UpAgain, The Show
available monthly on YouTube
The #UpAgain Show is a monthly show that airs on the Skating ISU YouTube Channel, hosted by TV Presenter, Elma Smit. She welcomes some of the world’s greatest ice-skating stars and deep dives into their extraordinary stories. These incredibly inspiring athletes share tips and take part in some fun games you don’t want to miss! They will also be putting you to the test, by throwing a few challenges your way.
Previous episodes:
Catch up with last season’s #UpAgain initiatives:
#UpAgain, originally launched in November 2019, is an emotional and inspiring campaign based on one simple principle: we must overcome life’s challenges to achieve our full potential. As we faced one of the biggest challenges humankind has encountered in decades, the COVID-19 pandemic, the campaign took a greater meaning. This season it evolves into This is #UpAgain. Athletes celebrate life back on the ice, share how they stay strong and have the opportunity to thank those who supported them through tough times.
When Figure Skating athletes and fitness enthusiasts stayed in shape with the online ISU Figure Skating training sessions you can still take part in. Hosted by top coaches, choreographers and other Figure Skating professionals from a selected number of ISU Centers of Excellence, all sessions are available on the Skating ISU YouTube Channel.
Additionally, the ISU shared several #UpAgain stories which showcased how some of the world’s best Skaters beat adversity and there will be more to come. Athletes also provided tips on how to stay physically fit and active and how to maintain a healthy mind, all within the comfort of their own homes, on the ISU Social Media platforms. Much more will be coming your way, so stay tuned!
