Sporthilfe Socks: "Friendly Greetings" Makes Sports Wearable
At the end of the year, the Swiss Sports Aid Foundation, in collaboration with the creative agency Freundliche Grüsse, is launching a campaign to recruit new members. The campaign centers on the Swiss Sports Aid socks, which are intended to serve as a statement in support of Swiss athletic talent.
The Swiss Sports Aid Foundation wants to attract new members and is using socks to do so. Together with the creative agency Freundliche Grüsse, it has developed a campaign centered on Swiss Sports Aid socks. These socks are intended to serve as a visible symbol of support for Swiss athletic talent.
A pair of Sporthilfe socks as a thank-you gift
According to its own statements, the Swiss Sports Aid Foundation is the most important national institution for providing financial support to talented Swiss athletes. Each year, it supports around 1,300 athletes on their path to the top. While there is great enthusiasm for Swiss sporting achievements, there is often no easy way to visibly show this support in everyday life.
This is where the campaign, with the slogan «You don’t have to play sports to support Swiss sports,» comes in. Anyone who becomes a member of Swiss Sports Aid supports up-and-coming athletes on their path to the top and receives a pair of Swiss Sports Aid socks as a thank-you gift. Whether at the office, at home, or during leisure time: According to the press release, anyone who wears the socks is sending a visible message in support of Swiss athletic talent.
Three characters show how to wear Sporthilfe socks in everyday life
The campaign images and videos deliberately feature different characters going about their daily lives: an elderly woman knitting, a businessman in a suit, and a young father at the swimming pool. All three are wearing Sporthilfe socks. The aim is to show that you can support Swiss sports even if you aren’t physically active yourself.
Two of the campaign videos are available online:
Film: Mrs. Kunz:
Film: Mr. Meier:
Digital Engagement with Athletes as Ambassadors
The campaign's communication strategy is primarily digital. It focuses on direct engagement through social media, display advertising, email marketing, and direct mail.
The athletes receiving support also serve as key ambassadors. Through Reels, posts, and Stories on their social media accounts, they raise awareness about the importance of supporting young talent and encourage others to get involved in Swiss sports. The campaign was launched at the Sporthilfe Super10Kampf on October 30, 2026, where it was championed by the athletes and brought to life for the audience.
Person in charge at the Swiss Sports Aid Foundation: Christoph Keiser (Head of Public Fundraising), Franziska Fassnacht (Head of Marketing & Communications), Nadine Bossard (Marketing & Communications Manager). Responsible at Friendly regards: Fabian Biedermann, Pascal Deville, Samuel Textor (Overall Responsibility), Kevin Zysset (Art Direction), Julia Felder (Graphic Design), Bettina Schoch, Sandro Matter (Consulting), David Elmiger (Copywriting)
