NBA Star Kevin Love Is Featured in Rhone’s New ‘Head in the Game’ Campaign

NBA star Kevin Love and LPGA players Lilia Vu and Lauren Hartlage are featured in the new 'Head in the Game' ads

In sports, that expression usually carries a negative connotation, implying that someone is distracted and not performing up to their potential.. The active and lifestyle brand, which has long been a champion of mental health, has tapped its ambassadors from the LPGA and theare shown alongside some high school and college golfers while a narrator says: “Looking after our minds has never been more important.

“‘Head in the Game’ sparks conversations that recognize the brain as a muscle that requires just as much training and attention as the rest of the body,” Love said. “The goal is to redefine the way we approach mental health, ensuring it becomes a key part of overall health and performance — because when every head is in the game, everyone thrives.

The campaign was developed by Rhone in partnership with the IMA creative agency and film director Nicholas Woytuk. The 15- and 30-second commercials will air on television and streaming channels including Peacock, Hulu and Amazon, while a longer 60-second version will be used on Rhone’s social media channels. A version will also run in New York’s Times Square.

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