ISU launches digital fan engagement campaign #UpAgain

21 November 2019


International Skating Union (ISU) launches #UpAgain – a global digital campaign to connect skating with new audiences. 

ISU is launching a global digital campaign to engage and grow audiences. #UpAgain is an emotive multi-discipline campaign based on the principle that we must overcome life’s challenges to achieve our full potential. It will be used by ISU to engage and inspire fans and athletes throughout the 2019/20 season. 

The campaign includes the following: 

  • #UpAgain launches with an inspiring 90-second film narrated by two-time Skating World Champion Javier Fernández.
  • The campaign includes a series of #UpAgain Stories in which elite Skaters reveal how they have overcome challenges on and off the ice.
  • The campaign will also feature user-generated content (UGC) – the #UpAgain Challenge – inviting fans to share their stories on Instagram and TikTok. 

#UpAgain is our message to all Skaters – whether a beginner looking to stay on their feet or a national champion dreaming of winning gold at Beijing 2022 – to find their inner strength, be persistent and work hard to achieve their dreams. We all have setbacks in training, in competition, and in life, and we all have to get #UpAgain, overcome our fears and challenge ourselves to get better. We hope the film leaves skating fans with an increased desire to achieve great things on and off the ice.

Mr. Jan Dijkema, ISU President

Narrated by Spanish Figure Skater, two-time World Champion and seven-time European Champion Javier Fernández, the film tells how every top Skater has encountered setbacks to achieve success on the ice.  

The #UpAgain campaign will be amplified and sustained across the season through ISU athlete storytelling and campaign tactics to engage youth audiences in key territories. ISU worked with London-based digital communications agency REDTORCH to develop the #UpAgain campaign.


Previous work with ISU

#ONEHANDDOWN – A global campaign to engage Short Track Speed Skating athletes and fans during the 2018/19 season.

View case study