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Posted On: 6 December 2008 01:21 pm
Updated On: 12 November 2020 02:09 pm

ASPIRE’s large frame of mind

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The ASPIRE Academy for Sporting Excellence in Doha will act as the frame for one of the world’s largest and most dramatic banners, that displays moments of sporting achievement, as part of a major ‘facelift’ for the facility. ASPIRE’s Sports Dome, which was named the world’s second most beautiful sports and leisure facility by the International Association for Sport Leisure and Facilities, was designed to inspire sporting pride and achievement in both sportspeople and visitors. The bold new branding campaign includes one of the largest fabric wall banners to be produced and installed in The Middle East. Towering at 14m tall by over 105m long, the banner represents the pioneering campaign by Aspire Academy to develop and support aspiring young athletes in Qatar. The 105m banner is just one of the displays throughout the ASPIRE campus which includes images and quotes from some of sports greatest stars. Michael Jordon is emblazoned on the basketball court; Nadia Comaneci takes pride of place in the gymnastics centre, while the Qatari national football team which won Gold at the Asian Games and Brazil’s world cup winning team are on show by the football pitches. There are also banners of athletes Hicham El Guerrouj, Usain Bolt, Edwin Moses and pole vault world record holder Yelena Isinbayeva around the athletics track. Executives at ASPIRE believe the new display will make a strong impression on visiting dignitaries, sporting celebrities and teams participating in events at the ASPIRE Zone. Ali Salem, Acting Communications Manager, ASPIRE, said: “The ASPIRE Academy is a beacon of sporting excellence which works to drive young athletes to their highest potential. The scope and scale of this new display is part of our approach which recognises that true champions draw their strength and confidence from the environment and community in which they train.” Working from the vision outlined by ASPIRE’s senior management, the creative team at the Academy worked with specialist design and production group, The Look Company, and specialists Relay Sports and Marketing to develop the bold campaign.