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Welcome to the 2012 Notebook from Deep Red Creative.

‘Standing on the shoulders of giants’. ‘Standing on the shoulders of giants’ is a Deep Red Creative self-promotional book, created in association with England Athletics. It celebrates a big year for British Sport and showcases athletics greats and performances from the past, together with outstanding prospects for this year’s big event. Most importantly, it highlights Deep Red as a Creative Agency, through its core understanding and appreciation of sport through both graphic design and copywriting. We hope you enjoy. search - deepredcreative Our gratitude goes to England Athletics who have collaborated and partnered with us on the project and particular thanks to Mark Shearman, whose photography has been used as a central source throughout this notebook.

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quality. He had a dream-like on as se 95 19 e Th .58 and it just UK record of 17 a g in tt se by d starte p he created the European Cu At . er tt be g in kept gett ing wind-aided aring to astonish a sensation by so was no fluke. 3 and 18.39. It .4 18 of s ce an st di a wind legal unce his way to He went on to bo e World 17.98, while at th world record of obliterated that in Gothenburg he Championships 18.29. with 18.16 and

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ll beaten for the 17.88 he was we Despite jumping on (USA) whose by Kenny Harris le tit c pi ld ym Ol 1996 to Edwards’ wor anyone has got t es os cl e th ey is dn 18.09 00 Games in Sy asn’t until the 20 c pi record and it w ym Ol oldest came easily the on to that, at 34, he be ipline. He went sc di is demanding th in ed on pi pp to am ch d in 2002 title in 2001 an ld or w r he ot an claim venth time. rankings for a se the world merit

Few athletes can possess both the physical and mental strength to compete in the Heptathlon and of those that do, very few have the talent to be considered world class in individual events. Sheffield born Jessica Ennis competed in the 100m hurdles, winning bronze at the European Under 23 Championships in 2007 and her high jump during the 2006 Commonwealth Games Heptathlon would have been sufficient to take the gold in the individual event. She has also defeated the then Indoor World Champion Lolo Jones in a 60m hurdles in 2010. Such superb all round talent has taken Ennis to the very top, including a spectacular World Championship Gold medal in 2009, when she competed just months after recovering from a serious foot injury. At 26, she will be not only one of Britain’s best hopes for a gold medal at the London Olympics but also the potential of making her one of Women’s and Britain’s greatest ever athletes. H World Championships - Berlin - 2009 H European Championships - Barcelona - 2010 H World Indoor Championships - Doha - 2010 H World Championships - Daegu - 2009 H Commonwealth Games - Melbourne - 2006

In 2004 Kelly Holmes experienced something that was relatively new in her athletics career - a sustained period in which she had been injury free. Her Olympic hopes in 1996 were dashed when just prior to the Games she developed a hairline fracture in her lower left leg. Injections helped numb the pain and it was remarkable that she should finish fourth in the 800m. The next year she was favourite for the world 1500m title but broke down in her heat with a torn Achilles tendon. Further serious setbacks followed but almost miraculously she finished third in the 2000 Olympic 800m. What, one wondered, was she capable of if only she ever had a full year of injury-free training and racing? We and she found out in 2004. At the Athens Olympics she not only won the 800m in 1:56.38, her fastest for nine years, but came back to take the 1500m in the UK record time of 3:57.90! As she wrote: “The feeling was indescribable. I had achieved my lifetime’s dream twice over.” In 2005 she was made a Dame and since her retirement has done wonderful work mentoring several of Britain’s most promising young middle distance runners and is currently President of Commonwealth Games England.

Kelly’s Heroics l 800m l 1500m l 800m l 1500m l 800m l 800m l 1500m l 1500m l 800m l 1500m l 1500m l 1500m

2004 Olympics. - 2004 Olympics. 2000 Olympics. - 1995 World Championships. 2003 World Championships. 1995 World Championships. - 2003 World Indoor Championships. - 1994 European Championships. 2002 European Championships. - 1994 Commonwealth Games. - 2002 Commonwealth Games. - 1998 Commonwealth Games.

n Andy champio e n a e p ro he will b u lympics, lth and E a O e n w o sh n d ti o n the Lo s to Bri t Comm n it come mpete in As curren res to co teps whe a ts p o re fo p s r u Turne lustrio in some il ics. following mp ly O ry at the at the vid Heme a D f an o hurdling t c impa enjoyed quite the Hemery e l, t d a c a n e fi m rf s , e h p le Hurd thoug tain a Nobody the 400m d proceded to re lready In s. ic p m is a s an 1968 Oly the block gned to h nly beat his art from which ali to le o n rd u im h h h electric st orld to eac nter saw rn ri e ash the W tt sp a sm a p s e o a ls a n t o strid rs u ti b e ta , y u in 36 a second ed rep first time y over a e well earn e b h T th r . e s g a rd n o w e c hall orld re His win ! w e a m ar. nearest c ti in e Y e e tl mpic ti ty of the t the sam Personali Record a n had won an Oly alth e s rt w n o o p S m ma BBC Com a British as twice im voted ood ce saw h 72 and w r 400m hurdles st n 9 a 1 rm in o e rf z n pe fo ro b rd o ic c p lym UK re He won O s champion. His rdle u h t n ri sp 10m ars. win the 1 for 21 ye saw him o ls a ss e prow . sprinting and 1970 Hemery’s alth titles in 1966 we 2 and Common in’s ld in 199 ll with go build Brita er e n d n e u lp G e h y ll e rn a v S Tu a s h y time 1996 w And In recent h silver in g and no petes in it n m li w o c rd n u e h so h k m ess when Colin Jac and 400 c t c n su ri f sp o n in e line reputatio extend th oking to lo e b l il w ritain Hurdles. ting for B the 110m of compe ecome a e z ri p is to b for h ay offers ork hard intment had to w turned aw with the disappo e h st ir Turner’s F l. oping Olympics. hest leve nd then c ge of the Beijing a r e at the hig ll a tb l sta nal foo f arter-fina professio refront o at the qu n o ti a in n at the fo m e s e ip b of eli s sh a n h io Turner Champ onwards uropean i E 0 1 lh e 0 e th 2 D g m e fro at th y takin However, with gold is reputation , by firstl g this up h t hurdling n in d ri e w c o sp n ll a p fo to comes her enh d then n rt a fu l r a ips. Now e d e sh rn n Tu io p s. e m gold m m a h a rld C wealth G 2011 Wo Common ze at the n e. g ro n b e ll g a in by tak imate ch lt u e th d n London a

Francis Morgan (Daley) Thompson remains after all these years the world’s all-time greatest decathlon competitor. No one can match his momentous winning streak of 12 decathlons over a six-year period, during which he collected world, European and Commonwealth titles as well as two Olympic triumphs. Sometimes spending up to eight hours a day training, Thompson was one of a new breed of full-time athletes, existing on officially channelled sponsorship money until the sport became fully professional at the elite level. At Götzis in Austria in May 1980, guided by Bruce Longden, he realised his ambition of becoming world record holder with a score of 8648 and two months later, still only 21, he fulfilled another goal by taking the Olympic gold medal in Moscow. Thompson became the first man in any event to hold Olympic, European and Commonwealth titles as well as the world record, and he went one step further in 1983 by capturing the inaugural world title in Helsinki with 8714. The supreme moment of his career came in Los Angeles at the 1984 Olympics. He led Hingsen by 114 points after the first day with a best ever score of 4677 but faced a crisis in the discus where his German rival threw a personal best of 50.82 while he managed only 37.90 and 41.42. If he couldn’t improve on his final attempt then Hingsen would sail into a 68-point lead. It was just the sort of challenge Thompson relished ... he threw 46.56, close to his best, Hingsen despaired and Thompson went on to retain the title and set a world record of 8847 to boot!

Having reigned supreme in claiming the 400 metres gold in Beijing, the defence of Christine Ohuruogu’s title will take place just a stone’s throw from where Christine was brought up in Newham. Christine joined her local athletics club, Newham and Essex Beagles in 2000 and began to compete at 400m. Her impressive times at the event led to her selection for Britain at the Junior European Championships in 2003, coming home with the bronze medal. Her progress was swift and the following year her graduation to the senior ranks was confirmed with victory in the AAA Championships and progression to the semi-finals of the 400m at the Athens Olympics. In 2007, after only 5 competitive races she took the gold medal in the World Athletics Championships in Osaka. Her finest hour came in Beijing when holding the challenges of Sanya Richards and Shericka Williams to take the gold medal. Now it’s home time!

Chrissy O’s track record 2008 Olympic 400m champion 2007 World 400m champion 2006 Commonwealth champion 2005 World 4 x 400m relay bronze 2005 Euroean U’23 400m & 4 x 400 relay silver

Back in the Eighties British male athletes were setting the highest of standards as Steve Ovett, Sebastian Coe, Steve Cram and Peter Elliott created a golden age for English middle distance running. Now, going into 2012 it’s girl power which has come to the fore as Britain boasts three athletes with genuine medal hopes in the 800 and 1500 metres. Jenny Meadows, Hannah England and Lisa Dobriskey already know what it feels like to climb the podium at a major championship as all three have won medals at World Championships. The Berlin Championships saw Meadows claim the bronze medal and also holds the third fastest time ever for a British woman at 800m. Lisa Dobriskey first came to prominence in 2006 when she claimed the Commonwealth 1500 title and the proved he class first with a fourth place at the Beijing Olympics before claiming the Silver medal at the Berlin World Championships. Now there’s a new girl on the block, Oxford’s Hannah England who surprised herself as much as anyone else with an outstanding performance at the Daegu 2011 World Championships when she won the 1500m silver medal coming from seventh position on the final bend. All three athletes have shown their ability to produce big finishes in the home straight of major championship races, and that means the closing stages of the middle distance races in London look set to have the home fans out of their seats and cheering!

Sebastian Coe’s image was one of clean cut with a cool exterior, studying at Loughborough University he was never anything other than immaculately turned out. Steve Ovett on the other hand, had a penchant for a couple of day’s worth of stubble and liked to race in a Soviet Union vest. What they had in common was a fantastic turn of speed, with Ovett’s finishing kick often giving him the ability to demolish the opposition and still have time to wave to the crowd. In terms of running styles they were both superbly smooth movers although it was observed that of the two, Coe, through his father and coach Peter was encouraged to go as fast as possible, Ovett viewed races as more about beating the opposition than the clock. But the rivalry was to see Ovett drawn into showing his hand in terms of records. What then happened between 17 July 1979 and 4 September 1983 was a string of world records and two seismic meetings over 800 and 1500 metres at the 1980 Moscow Olympics. The first ‘big’ news came from Oslo on 5 July 1979 when Sebastian Coe broke the 800m World record with 1minute 42.33seconds. A World Mile record in of 3 minutes 48.95 seconds in Oslo and 1500 World record of 3 minutes 32.1 seconds in Zurich, Switzerland soon followed. The build up to the 1980 Moscow Olympics took on greater intensity when it came to who would be champion when Ovett first broke Coe’s Mile record on 1 July and then promptly took the 1500 metre World record running in Oslo just two weeks later and for good measure improved on that time again running in Koblenz later the same year. So as the two athletes prepared for the main event, it put Ovett as slight favourite to take the 1500m, whilst Coe was seen to have the edge at the 800m event. As was typical of their rivalry, there were going to be twists to the tale! In the 800m the two great athletes hit the final bend with Ovett on the shoulder of the Russian Kirov, whilst Coe was beginning to realise that he had left his charge for the tape too late – Ovett kicked on and took the gold to Coe’s silver. The 1500 metres was virtually a role reversal, this time with Coe sitting on the shoulder of the East German Straub, with Ovett tucked just behind. Coe’s determination was etched all over his face. Straub wound an initially slow pace faster and faster. Coe’s father & coach was certain that no-one in the world was better than his son at the tough task of kicking off such an ever increasing pace. Coe took the lead going around the final bend and was not to be denied, with Ovett taking bronze. The dominance wasn’t done there as the pair proceeded to smash records in the 800m, 1500m and the prestigious Mile events, the final one coming on 4 September 1983 with Ovett breaking the 1500m record in Rieti, Italy. However, for Sebastian Coe, the Olympic medals continued into 1984 at the Los Angeles Games when he repeated the feat of silver in the 800m and gold in 1500m. For 5 years, these two athletes were head and shoulders above any athlete in the world and dominated middle distance running.

Behind the technicolour profile lies an athlete of formidable talent who has risen to the top of the sport and shown himself capable of performing on the highest competitive stage. This ability was shown when Phillips claimed the World title in 2009. 2010 saw him add the European title and improve his life-time best to 17.81m. Phillips went into the Triple Jump at the 2008 Olympics as favourite, but fell agonisingly short by just 5 centimetres, claiming the silver medal. 2012 in London is a huge incentive for Phillips to go one better and of course emulate one of Britain’s greatest, Jonathan Edwards who after winning silver in the Atlanta games in 1996, set the record straight by claiming gold in Sydney four years later. Born and raised in east London, Phillips showed sporting prowess across the board, excelling in basketball, American Football and athletics. In 1996 at the age of 17 he won the triple jump at the English Schools Championships and the under20s AAA title, rounding off the year by coming fourth in the European Junior Championships.

Britain’s relay performances have seen their fair share of ups and downs, but when it comes to the medal count it’s proved to be one of the most successful disciplines. Starting with the Men’s 4 x 100m 1912 team of Jacobs, Macintosh, D’Arcy and Applegarth capturing gold, right through to the sensational 4 x 100m Athens gold medal team of Jason Gardner, Darren Campbell, Marlon Devonish and Mark Lewis-Francis. On the final day of the athletics programme in 2004, the four British athletes produced a near faultless performance to upset a USA team of Gatlin, Crawford, Miller and Maurice Greene on the final leg. Greene, the 2000 individual 100m champion put in a sensational effort after a poor handover between Gatlin and Miller, but what he couldn’t compensate for was a powerful, determined and single minded Lewis-Francis who erased memories of his individual 100 metres disappointment to power home by the finest of margins. It continued a long line of dramatic relay finishes for Britain and in 2012 the baton will pass to a new generation of hopefuls in the sprints and 400metre relay.


One of the great stories of the 1908 Olympic Games in London was the Men’s Marathon event. Dorando Pietri of

Italy, collapsed several times and even ran the wrong way. Not far from the finish-line, two of the officials took him by the arms, and brought him to the line. Alas, as Pietri had received assistance in crossing the line he was disqualified, making second placed Johnny Hayes of USA champion in a time of 2 hours 55 minutes. The current Women’s World record holder is Britain’s Paula Radcliffe with a time of 2:15:25 more than 2 minutes faster than the second fastest time, also held by Paula Radcliffe, who in turn has also run the third fastest time ever! However, bad luck and injuries have blighted her efforts to win the Olympic Marathon crown and now at the age of 38 she is hoping that London will be the scene where finally she achieves the title she so richly deserves. The race will deviate from the traditional stadium finishes of recent Olympics and begin and end in The Mall, including some of the world’s most famous landmarks en route. The distance of 26 miles, 385 yards became the standard distance from 1908 onwards when the starting line was changed to allow the Royal family to view the start. However, the finish line remained the same meaning the extra 385 yards to what had previously been the 26 mile mark.


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Deep Red Creative Notebook 2012  
Deep Red Creative Notebook 2012  

2012 Promotional marketing brochure for Deep Red Creative to celebrate the summer of sport. This was produced in association with England At...