The campaign relies on strong visuals that capture the emotion and 100% focus of the athletes before the start. The dominant element is the bold typography with the word POJĎ!, which becomes the unifying element of the entire communication before and throughout the 2026 Olympic period.
"We will connect the Winter Olympics and all our projects. Both the Czech House in Milan and the Olympic Festival in České Budějovice, and then other activities - Olympic Run and Day, Olympic Multiathlon and others. Come cheer, come play sports - with this motto we want to motivate fans to support athletes as well as their own physical activities," said Jiří Kejval, President of the Czech Olympic Committee.
In addition to the OOH visuals in public space, spots on Czech Radio and Czech TV, "POJĎ!" will also live on the "Olympic Team" social network, where fans will find authentic testimonies from athletes and ordinary people about what motivates them to move. "We wanted something simple and memorable as part of the campaign that would connect the public with the Olympic Committee, not only during the Olympics but beyond. I am happy that we succeeded with POJĎ!," said Zoran Bartek, marketing director of the Czech Olympic Committee, adding that the concept also appealed to the Czech Olympic Committee's partners.
"This is also key for us, so that our partners want to work with our campaign and thus we can get it to other target groups. I can already reveal that POJĎ! will also appear in the communications of Budějovický Budvar or ALPINE PRO," he adds.
The ambassadors of the campaign are personalities of contemporary Czech sport: three-time Olympic speed skating champion Martina Sáblíková, hockey player Martin Nečas, snowboarder Jakub Hroneš, figure skaters Natálie and Filip Taschler and cross-country skiers Michal Novák and Kateřina Janatová. Each of them brings their own story of motivation, perseverance and the strength not to give up.
"The support of the home fans is crucial for us athletes. To hear the Czech 'Go, go go!', whether on the track or from the stands, is simply the most. At that moment you feel that you are not alone," adds snowboarder Jakub Hroneš.
Seven-time Olympic medallist Martina Sáblíková motivates herself before every start with a well-known "catchphrase" from the animated series They Met at Cologne. "I'm actually saying it publicly for the first time, but in my head the last sentence before the starting shot is Come on, sir, we're going to play. I have a connection with my brother Milan, with whom we watched the cartoon as kids. It always makes me feel that he is with me at every start," revealed her inner motivation to Olympic champion Martina Sáblíková.
During the filming, she met hockey player Martin Nečas, also a native of Vysočina, on the ice. The Colorado forward is most looking forward to the team cohesion within a unified Olympic team. "Working as a team, that's the beauty of sports for me. Although of course there are also individual sports like Martina's in the Olympics. But she also knows she is riding for us and I look forward to cheering her on," said Martin Nečas.
Source: mam.cz