A sport that takes on a new dimension. During 2024, the Czech Handball Association announced the premier organization of two major championships – the European Women’s Championship 2026 and the Women’s World Championship 2031. Now the association presents a promo video that takes place against the background of housing estates, urban scenes and energetic music.
Promo video of the Czech Handball Association | Video: Czech Handball Association
“The goal was to capture authenticity,” describes Kryštof Rossmann, press spokesman.
Why dusty city corners and panel backdrops instead of decorated halls and the biggest events?
The new video clip is part of handball communication for the 2024/2025 season. It shows that it is not just a sport, but a lifestyle that resonates with the younger generation.
“We want to show young people that handball does not end with the end of the match. Athletes live it outside the hall as well,” explains Rossmann.
The urban environment in which the video takes place brings sport closer to everyday life and refers to the roots of many successful representatives who grew up in similar settings. It was filmed in Prague, Brno and Zlín.
In the video, the biggest stars of the national team such as Markéta Jeřábková, Veronika Malá and Tomáš Mrkva connect with young players who go to play on nameless pitches between block of flats. The action gradually escalates, the fans also join the game, the shots alternate with stylized poses.
The clip, which was created this year, bears the PUMA brand, a partner of the Czech Handball Association. The connection with the rustic environment is underlined by dynamic music. In this concept, sport turns into a way of life – from the fields to the city streets.
“Everyone has thrown a ball at some point, so everyone knows a little bit what it’s like to be a handball player. The advantage of handball is that you can play it anywhere – on school playgrounds, in parks or in housing estates, as in the video,” adds Rossmann .
The environment was an obvious choice for the creator. “We knew we wanted to take handball to a dimension it had not been seen in before. Urban structures add authenticity to the sport. Something that is close to everyone because they know it,” adds the press spokesperson.
The video is already gaining success on social networks, where it is going viral among the young audience. It will become the main visual of handball for some time.
“The response is great. We are now planning further involvement of our young handball players and we have prepared activities for them that we believe they will enjoy with us,” adds Rossmann.
How to start sports? “Handball is accessible to everyone. It is not only a sport for professionals – it is an activity that everyone can try, whether in a housing estate, in a park or in a sports hall. Our advantage is that recruitment takes place all year round,” concludes the press spokesperson.
