U.S. Figure Skating
Get Up campaign

Despite being a key event of every Winter Olympics, figure skating in the United States was seen – by many – more as a performance than a sport. We set out to change that. And we did it with a campaign that highlighted the unmatched resilience of the elegant athletes on ice.

“We all fall. It is how we GetUp that matters” became a new rallying cry for skaters and audiences alike. “GetUp” became the expression that allowed the athletes to expand their message to the world and become much more relevant for previously untapped audiences. And February 1st became the official National GetUp day in the United States.






The campaign is digital at its core, letting fans participate not just on the website but even on the jumbotron during live events. The GetUp site, was built to contain a lot of interesting custom content, aggregated social media activity related to the campaign and a curated selection of these messages made it back into the social channels, creating a living messaging ecosystem.

We also created three TV commercials that have been aired more than any spot for the winter sport in its 100 year history. 75% of those who were exposed to the GetUp campaign considered figure skating an athletic sport. And rightly so.

The campaign will keep growing and evolving with US Figure Skating far beyond the organization’s 100th anniversary in 2020.

more work

get in touch

Websites are great, but if you are human, feel free to let us know – because we are too.

Using the details below, please get in touch with us, to talk about your world, your vision, your challenges or just about yourself. Let’s chat soon.

Hannah Vicary
Founding partner
+44 7854 969 337

London hub
3–11 Pine Street
London EC1R 0JH
United Kingdom
Witold Riedel
Founding partner
+1 917 748 7049

New York hub
155 Water Street
New York 11201
United States
Let’s connect!

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