On
2022 World Athletics TnF European Championships Munich
feat. Alexandra Burghardt




“Sometimes I feel like a double agent. Two lives to handle.”


Alexandra Burgdhardt





        

“Auf Eis.”        
“Auf Tartan.”    
“Dahoam.”

“On Ice."
“On Track.”
“At Home.”




* “Dahoam” is an ultra-local expression of Munich pride, meaning “at home” in Bavarian dialect. Especially since 2012’s CL football final with Munich playing (and losing) at home, the “final dahoam” became word of mouth in German sports.

In August 2021, Burghardt was running the 100 meters in the blazing heat of Tokyo’s Summer Olympics.

Six months later, she found herself in subzero temperatures in China, suiting up for the bobsled in the Winter Games.

Alexandra joins a long line of sprinters turned bobsledders, runners whose explosive speed and strength on the track could translate to the ice.

Burghardt is one of the few athletes who competed in both on Olympics level — in less than a year.

And: Alexandra hails from Munich, the place of the European championships 2022.

The way in:

Hometurf


But:

Let’s not only play on the fact that Alexandra is a local hero, but also point out that her outstanding achievements are not in just one but two sports – in two different seasons.







Levity Team: Cash for Gold’s Creative Director: Oliver DeVitre


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About
I spent 4 years at Y&R New York, moved to Amsterdam, The Netherlands to lead the Nike account at W+K Amsterdam. Joined Nike in 2007 and spent 10 years in brand & creative leadership positions at WHQ, EHQ, and Brazil. Eyeing a creative gap in the Ad industry as well as an emerging trend of big business consultancies moving in on the Ad & Media game, I founded Levity Creative in early 2018. Levity is a cross-disciplinary, international, brand & creative consultancy scaling to the challenge.