Creating a personal brand for an athlete

Client

Ajax is an Amsterdam football club (soccer) with a history of succes on national and European level. More Than Goals Management scouts, binds and guides talented athletes in professional and personal growth, founded and managed by former professional athletes. Visit site: ajax.nl / morethangoals.com

Challenge

Joshua Pynadath, a rising superstar in football competing in the young talent program of Ajax, was in need of an investment in personal branding, highlighting his value to current and future football clubs and sponsors.

Work

In conversation with Joshua, his family, trainers and management, we discussed the diverse elements that make Joshua stand out and we would like to highlight, creating his own unique personal brand. It quickly showed that the most striking attribute about him are his strong mentality and dedication which he has had since he was little. As he is able to express his thoughts eloquently, we chose to tell the story in his own voice, covering growing up, motivation and discipline, training and hardships, his secrets to succes and his goals and dreams.

The short documentary shows Joshua in locations and settings of importance to him, from the Ajax training grounds and stadium, to his home and street courts and includes archived family footage of his early years. People included are his parents and brother, his friends, his trainers and famous football players from past and present times like Gerald Vanenburg and Djavairo Dilrosun.

Impact

The documentary captured and elevated what makes Joshua so exceptional both on the field and as a person, as an extremely dedicated, eloquent and ambitious young athlete. Thanks to his background of both American and Indian heritage next to his attractive game and eloquence, Joshua appeals to a broad audience. His management, the athlete and his family were delighted with the result, which will be used for future endeavours.