Speedo Mick | Case Study: Branded Content

If there are two things Speedo Mick loves, it’s his football team and a challenge. So in the summer of 2019 he decided to walk from Goodison Park football stadium to Olympique Lyonnais to watch Everton v Lyon. That’s a marathon, every day, for month. In just his pants. Supported by Everton’s sponsor SportPesa, his aim was to raise awareness and £10,000 for the local children’s charity, Alder Hey.


With a charitable focus, the key objective for this campaign was simply to raise as much awareness as possible. In order to do this, SportPesa funded the cost of his trip and a small crew to record and post about Mick’s journey. With only 5 days pre-production time to help pull everything together, from filming and editing, to logistical support and additional PR, Hotwolf put on its walking shoes and stepped up to the spot…


We delivered over 50 videos across the month-long campaign, creating original graphics and video update formats (e.g. Thought of the Day, silly sketches, milestone updates, Challenge Speedo + more), aiding fan-meets along the way, even a much-needed en-route massage! We also helped secure further coverage from national and local TV stations, Everton FC, Stoke City FC, Oddsbible and SFR Sport.


Hitting over 300k views and 20k social interactions, we’re happy to report that Mick not only made it in one piece (just), but also raised more than £20,000 during the campaign – 100% over his target. Well done Mick! We’re less happy to report that Everton lost the match 3-0… but that didn’t overshadow an incredible achievement from a truly dedicated, spandex-covered man.

"The HOTWOLF team were fantastic when we worked on Speedo Mick's epic adventure to the south of France. The logistical challenges of such an event turned out to be a breeze thanks to their communication and organisation. The creative output was brilliant too, and helped Michael's fundraising efforts massively. They were great fun to deal with, and I'd wholeheartedly recommend working with them."
Shaun Simmonds | CMO, Sport Pesa