Amid the excitement marking the start of the 2024/2025 season of the Longines FEI Jumping World Cup™ North American League in Traverse City (USA) in mid-September, a bold new message has taken centre stage: #AlwaysBelieve

The #AlwaysBelieve campaign, developed by the FEI in partnership with marketing agency WePlay, is a narrative-driven initiative designed to connect with athletes, equestrian enthusiasts, and a broader audience of animal lovers. At the core of this collaboration is a powerful campaign video and a suite of visually striking assets designed to capture awareness and drive interest in Longines FEI Jumping World Cup™ events across North America and Europe.

 

“The primary mission of the campaign is to motivate and inspire the next generation of equestrian athletes and enthusiasts by showcasing the journey of champions who embody perseverance, dedication, and self-belief,” FEI Commercial Director Ralph Straus explained.

“It is a journey where the athlete and horse must learn to work with full confidence in each other to achieve the sporting dream. In this partnership, the athlete also takes on the crucial role as guardian of their horse’s well-being. Mental resilience is also essential, and athletes must have a strong belief both in themselves and their horse to navigate high-stakes moments successfully.

“The #AlwaysBelieve campaign builds on the Longines FEI Jumping World Cup story we have had the pleasure of telling over the years, and we are thrilled to see this new phase brought to life so effectively by our creative partners at WePlay.”

Following the success of last season’s ‘Time to Beat’ campaign, the latest initiative seeks to further elevate the Longines FEI Jumping World Cup™, enriching the fan experience through inspirational storytelling.

The #AlwaysBelieve campaign is the result of a first-time partnership between the FEI and WePlay, a company with expertise in digital strategy and fan engagement.

“The #AlwaysBelieve narrative was crafted to reflect the dedication and partnership that defines the relationship between horse and athlete,” Creative Director at WePlay Andy Hopkinson said.

“Every aspect of the campaign has been designed as a testament to the power of perseverance and belief, not just in sport, but in life. By blending impactful visuals with heartfelt storytelling, we want this campaign to present the Longines FEI Jumping World Cup as more than just a sporting event. We want it to be a celebration of the human spirit and the magic that happens when we truly connect with our equine partners. “I’m incredibly proud to have worked on such a meaningful project and to have experienced the values of equestrian sport first-hand. We look forward to the campaign reaching audiences globally and inspiring a deeper connection with the sport.”