The JR Simplot Corporation wanted to further establish the Simplot Games and grow the event into the “premier high school track and field event in America."

The S&A Strategy:

The agency developed award-winning creative targeted to the high school athletes, that spoke to them in their “language” in terms of the creative’s hip appeal. Co-promoting with Idaho State University, this positioned the event not only as a quality athletic opportunity, but also as the “must-attend” event of the year in high school track and field.

The Result:

The Simplot Games is not only the premier event in America, it is also the largest high school track and field event in the nation with over 100 volunteers to pull it off. Since it’s inception, thousands of student athletes have competed here, including several future Olympians and college stars. The Simplot Games now boasts many Olympic medal winners and track and field professionals as spokespersons among its promotion team.