Press release issued by Häagen-Dazs:
Häagen-Dazs launches #LoseYourself Wimbledon campaign in collaboration with photographer Adam Katz Sinding
- Katz Sinding will capture fans losing themselves in their moments of pure intensity and passion throughout The Championships
- Images to be published on some of the nation’s biggest digital billboards and premium fashion and lifestyle news sources
Summer 2016 – This summer, Häagen-Dazs joins the line-up of prestigious Wimbledon Official Suppliers to become The Ice Cream of The Championships. In celebration of this new partnership, the luxury ice cream brand, which is famed the world over for the delicious intensity of its products, launches #LoseYourself – a campaign to celebrate people losing themselves in the intensity of this year’s Championships.
#LoseYourself will bring an iconic photographic project to the nation, capturing the world’s most intense tennis tournament, through its passionate fans. Moments of pure, #LoseYourself intensity and visceral emotion associated with Wimbledon will be brought to life with the help of the renowned fashion photographer, Adam Katz Sinding. Katz Sinding is a street style photographer who spends 300 days a year travelling, working 20+ hour days in rain, snow, hail and humidity, to take some of the most recognisable shots of leading fashion stars.
For Häagen-Dazs, Katz Sinding has been live at Wimbledon, capturing expressions in sync with the style and atmosphere – sharing the daily elation, tension and anticipation so closely associated with the globally iconic tournament. Adam’s photography, which will focus on the fans at the matches as opposed to the players, will be showcased around the UK on some of the nation’s biggest digital billboards and leading premium fashion news sources-fitting outlets for his candid yet intense lifestyle photography!
Adam Katz Sinding comments: “As a street style photographer, I travel the globe in search of excitement and authenticity. I aim to capture my subjects interacting with the world around them, enjoying deliciously intense moments. That’s why I’m so excited to be partnering with Häagen-Dazs – a brand that shares my taste for modern luxury and timeless style. For their portrait project, I will capture real people every day during the Wimbledon fortnight as they are caught in their own moments of intensity that really embody that #LoseYourself feeling.”
Additionally, www.wimbledon.com will play host to a series of exclusive #LoseYourself videos, which will tell the stories of some of the greatest moments from this year’s Championships through the unique and intense reactions of the fans.
Richard Williams, General Mills Marketing Director for Northern Europe, said: “Similarly to Wimbledon, at Häagen-Dazs we pride ourselves on delivering the highest quality and the most intense experiences, the only difference being that our focus is on irresistible moments of taste. We want ice cream and tennis lovers to embrace these #LoseYourself moments, and with Adam’s imagery, we truly hope to bring this to life.”
James Ralley, Head of Marketing and Commercial at the All England Lawn Tennis Club, said: “Häagen-Dazs has always been associated with quality and luxury, just like Wimbledon. We’re thrilled to welcome Häagen-Dazs to the line-up of prestigious Wimbledon Official Suppliers and to make it the Official Ice Cream of The Championships.”
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