Words and pictures by Deep Red Creative
When it came to producing a corporate brochure we decided we would share some of sports great moments and personalities through our creative work and copywriting and offer an insight into what we are about. Deep Red Creative is a creative agency, primarily focused on the Sports and Leisure industry. It deals with strategic and creative marketing for campaigns and projects across all media.
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Muhammad Ali took on the world and won. Muhammad Ali took on some of the greatest heavyweights of a generation and won. Muhammad Ali took on the U.S government and ultimately won on points. Ali fought prejudice, the law, the heat of Africa and the humidity of Asia to become King of the World. No one in sport has ever crossed frontiers to gain worldwide appeal and recognition the way Muhammad Ali did in his performances inside and outside the ring. The entertainer and the punisher, the artist with the quickfire punishing fists he brought a new craft to the world of heavyweight boxing, none more so than his first heavyweight crown when he outboxed, outmaneuvered and outshone the champion Sonny Liston, when virtually everyone in the game assumed Liston would comfortably defend the title. Three times he regained the title after being denied a licence for refusing to be drafted into the US Army fighting in Vietnam. ‘I ain’t got no quarrel with those vietcong’, was Ali’s defence. There was never any argument - Ali, was the first great world sporting champion.
George Best lived a lifetime in a short but glorious football career. He brought everyone together, young and old in admiration for the boy from Belfast. The ball and the grass was all he needed and no occasion, no matter how grand, was ever going to stifle the wonderful balance, speed and guile that he brought to the game. Effectively retired from the game at 26, he had by that time already amassed over 300 league games for Manchester United and lifted the Championship twice and also the European Cup in 1968. The red shirt, the white number seven, the long hair and the moments, glorious cameos of match winning and match defining brilliance that only the very gifted few could match. Best, was a genius.
Some people were indeed on the pitch, celebrating England’s 3-2 win over West Germany in the 1966 World Cup Final. Except there was one more pass, a measured, clipped delivery by England skipper Bobby Moore that eased itself beyond the half way line and into the path of the number nine, Geoff Hurst. Seconds later Hurst, had rifled the ball passed the German keeper Tokowski to put the match beyond doubt and make England world champions for the first and only time. England manager Alf Ramsay frequently courted both controversy and raised eyebrows with team selections. Alan Ball was only 21 and playing for Blackpool when he made the
England squad. Martin Peters had only made his England debut in a warm up match preceding the finals and Jack Charlton was far from being one of the two best central defenders in the country but Alf recognised that there was a role to be undertaken and Jack was the man for the job. Without doubt the bravest decision was to retain West Ham’s Geoff Hurst as the central striker ahead of the prolific Jimmy Greaves, the people’s choice and already with over 30 England goals to his name. Hurst’s hat-trick in the final confirmed that England not only had the best team, they also had the best manager.
Once upon a time there was one World Heavyweight Champion. Just one shot at fame and only one man who could claim to be the best. The man made as Clay beat Sonny Liston to become the Heavyweight champion and shortly after gaining one title he claimed a second by turning to Islam and re-naming himself Muhammad Ali.
When ‘Ali’ refused the draft to join the US Army in Vietnam he was stripped of his title and spent 3 long years in exile. In his absence ‘Smokin’ Joe Frazier, a squat, ducker and diver with fast hands rose to the top and when Ali regained his fight license he went looking for Frazier. This was the time that a young powerhouse George Foreman had already amassed a 32-0 record and was looking ahead at a tilt at boxing’s most prized crown. So began 6 historic boxing battles between the three kings of the ring.
When Tiger Woods started to play golf the sport changed forever. Yesterday’s heroes of Jones, Hogan, Palmer and Nicklaus enjoyed great days, trophies and built massive reputations but no one has combined the finesse and brute strength together with a consuming desire to win quite like Tiger Woods. He won his first US amateur title at just 15 in 1991 and had already built a solid reputation before turning pro in 1996. 8 months later and the coveted green jacket of the US masters title was slipping over his shoulders and from that point the major and PGA titles were acquired regularly and with at times an almost
insulting ease over his rivals including the incredible 15 shot victory at the 2000 US Open. For Woods, the game will never be about the money, but the money is about him and the expectations of those around the world who buy into the Tiger Woods image. All part of the game whether it’s on a golf course or off. For Tiger, the public image has taken a beating with revelations of a number of extra marital affairs defying what everyone within the game or selling products wants or needs him to be. But the truth is just the golf, just an extraordinary talent that made one of the most frustrating games appear to look so simple.
Ireland had its fair share of Rugby warriors who had tasted victories in the Six Nations only to be denied the ultimate prize of a Six Nations Grand Slam. The 2009 team had its honours and battle scars from previous campaigns and with it players of determination fastened by bitter last gasp disappointments. The captain Brian O’Driscoll had battled with niggling injuries, but for this window of opportunity, he summoned up the form of his life. The Centre of attention, scoring tries where most would fear to put their head and defending with his will, his might and for all of Ireland. The experience and scars of battles were abundant in the pack, O’Connell, O’Callaghan, Hayes and Flannery, Munstermen who deserved the ultimate prize. From these hardened, experienced players were added a new breed of Irish talent with Heaslip, Kearney, Bowe and Fitzgerald bringing the freshness and skill to finally land the top prize. The wins kept coming until the final match at the Millennium stadium against Wales and even then the portent of last gasp denial when Wales’ Stephen Jones lined up a last minute penalty with Ireland so close at 17-15. A kick, central but from half way, was sent straight as an arrow and as Limerick, Dublin, Belfast and the whole of Ireland held its breath, the ball dipped, dropped and fell, a metre short. The Guinness was sweet and this time there was no sorrow to drown.
For Clive Woodward, the 2003 Rugby World Cup was the pinnacle of four years of preparation which began after the disappointment of defeat to South Africa in the 1999 event. Woodward built the best and most dominant England team in its history with the talismanic captain Martin Johnson, the brave and talented Johnny Wilkinson at stand-off and a world beating back row of Hill, Back and Dallaglio at the forefront of the team. As the tournament progressed England became ever more durable, ever more resolute and brutally effective as they marched to the final beating Wales and France in quarter and semi finals. The final, against hosts Australia, proved to be a dramatic affair with the two teams going head to toe, leading ultimately to deadlock at full time with the teams sharing a 14-14 score. Extra time saw the two teams sharing penalties, with Australia’s Elton Flatley bringing the sides back to parity with just a minute left on the clock. England’s kick-off forced a line out and retained the ball before going through two driven phases via Dawson and Johnson, inching toward striking distance for a last gasp drop goal. And then... “This is the one. He drops for World Cup glory... It’s up! It’s over! He’s done it! Jonny Wilkinson is England’s hero yet again.” Radio commentator Iain Robertson said it for a nation.
Through the years they came they saw and they conquered. The best of the Brits in the ring from the great challengers like Henry Cooper’s moment of near greatness when his ‘hammer’ caught the then Cassius Clay square on the jaw at Wembley. The legendary middleweight classics with Benn, Watson and Eubank. The epic contests of the world’s best with John H.Stracey’s against the odds victory over Jose Napoles in Mexico City and Ken Buchanan’s undisputed domination of the lightweight division after victories over Laguna and Navarro. The best? It will always be open to dispute but the retirement of Joe Calzaghe, undefeated after eleven years as a world champion will take some beating. Stylish, tough and an expert at fighting styles to combat anything thrown at him from the opposite corner has made him a legend on the world stage. Lennox Lewis, finally laid to rest the american domination of the Heavyweight scene with a series of classic performances and although for Ricky Hatton, the best days are now in the past he epitomised the rugged, all action brutal performer following footsteps laid by the likes of Honeyghan, Minter, Lewis and Mills.
When Ronnie O’Sullivan turned professional at the age of 17, snooker battened down the hatches and prepared itself for much more than a whirlwind and greater than a hurricane. What followed was a ride far bumpier and much less predictable than anyone could have imagined. When ‘The Rocket’ wants to play it’s a one man show. There has never been a player who has made the game look so easy to conquer. Yet, for other occasions, the devil takes over and doubt, confusion and anger can reign in a maelstrom of walkouts, self mocking and fights. The player loved by so many fans can frequently be far from impressed with himself and when the Rocket doesn’t want to play, it’s home time. There are no doubts over facts - 3 times World Champion and in an act of mechanical poetry a 147 clearance in just 5 minutes and 20 seconds in the 1997 World Championships. If that was the best it was ever going to be the talent and the adventure still looks down on the rest of the best.
After the heroics of a 5-1 win in Berlin against Germany, England only had to draw with Greece at Old Trafford to finish the job and qualify for the 2002 World Cup. But a combination of nerves, defensive errors and a lifeless display found them 2-1 behind and down to their last chance. One last free-kick, the time was up and one man with the responsibility to deliver. David Beckham had been the man who on Saturday 6 October 2001 confirmed to all his desire and belief to succeed with his best display in an England shirt, tireless, demanding and a man who refused to be drawn into a world of doubt or his desire to believe in his abilities. A five man wall, a keeper, knowing what to expect - there would be no other option or time to consider anything other than a direct free-kick. So much to not work in a man’s favour, the pressure the responsibility the narrow margin of error all paled into memory, like England not qualifying as Beckham produced a stunning free-kick of power and accuracy over 30 yards beyond the wall, beyond, the keeper and into a moment of freeze frame and ultimately an explosion of celebration. Beckham the redeemer, Beckham the man to deliver.
West Ham’s finest, England’s greatest captain. Bobby Moore was the personification of style and a player that commanded respect from team mates and opponents. Four years after Moore had lifted the World Cup as England captain, the holders were in Mexico to defend their title. Winning in England was to their advantage, but Mexico was different with not only searing heat to contend with but also altitude that sapped energy and provided conditions least suited to players used to cooler more tolerant conditions. Into this bleached heat and an atmosphere as alien to Wembley as you could muster walked the England team, captained by Moore to face the tournament favourites Brazil. What followed in the ninety minutes was the defining moment of Moore’s career as one of England’s best defenders as with accuracy, positioning and a masterly sense of timing, he repeatedly repelled Brazilian attacks. Brazil ultimately triumphed 1-0 but the embrace at the final whistle between Moore and Pele was the measure of the mutual respect between the finest attacking force and the consummate and ultimate defender.
Tracing back football stickers goes way back to cigarette cards at the turn of the last century and through various eras and styles the collectable football card has stayed with us ever since. It’s been an integral part of every kid’s school days buying and trading cards as they endeavour to complete the whole sticker album. Every kid lived for that ‘golden ticket’ moment when you very carefully, ripped open your newly purchased packet of stickers and out popped Kenny Dalglish! Glenn Hoddle! Paul Gascoigne! Bryan Robson! Denis Bergkamp! Whatever player, lit up your eyes, you must remember that moment with fondness. This is the ultimate World Cup collection of stars who lit up the tournament and burned their moments of brilliance into the memories of all football fans.
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