With just 99 days to go until the upcoming Olympic Games, The Canadian Olympic Committee (COC) has launched its Rio 2016 brand campaign, Ice In Our Veins, to show just how badass our athletes are.
The campaign highlights how Canada’s icy landscape has helped shape fierce athletes whose passion and determination is a force to be reckoned with.
The video brought together 12 athletes over a two-day period on a remote beach on Georgian Bay, with tennis star Milos Raonic, kayaker Mark de Jonge, sprinter Justyn Warner, and diver Jennifer Abel making notable appearances.
“We want to inspire Canadians, our athletes, our partners,” said COC chief marketing officer Derek Kent. “We want people to rally behind Team Canada. They work so hard behind the scenes, out of the spotlight in between the Games. “It’s time to start telling the athletes’ stories and that’s what this campaign does.”
And that’s exactly what this video does.
To add even more badassery, Team Canada’s uniforms have received an impressive upgrade from Canadian twin brothers Dean and Dan Caten, who run homegrown label Dsquared2.
Canada’s top athletes will be sporting our nation’s traditional red and white colours with strong black accents in Rio – with hoodies, t-shirts, sweatpants, blazers and an impressive wind breaker-style blazer being key pieces.
From the icy landscapes of Canada to the tropical playgrounds of Rio de Janeiro, this is how Team Canada prepares for the Olympic Games: