SportPosted at: Jul 22 2021 6:46PM FEI launches digital campaign for Tokyo 2020
Tokyo, Jul 22 (UNI/Xinhua) FEI, the world governing body for equestrian sports, has launched the digital campaign called "We Don't Play" for the Tokyo Olympic and Paralympic Games.
The campaign kicked off with a video created around the message "We Don't Play. We jump, we fly, we ride!"
"The beauty of equestrian is that it does not rely on the physical strength, stamina and physique of the athlete," FEI Secretary General Sabrina Ibanez said.
"Every human athlete knows that they can only jump, fly and ride by building a unique bond with their horse. This communication is done with empathy and not through words. And there is nothing more satisfying than when human and horse are perfectly synchronized in movement and feeling."
"This trust between the human and equine athlete needs to be seen and not described. And this digital campaign is perfectly placed to help us transmit the emotion of equestrian sport to people around the world during the Olympic and Paralympic Games."
Since its launch in mid-July, the video has over 612,000 views, a reach of 5.6 million and 53,500 engagements across the FEI's digital channels, it said in a press release.
Equestrian, which has been an Olympic medal event for 109 years, is the only sport in the Olympic movement in which men and women compete head-to-head for the same medals.
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