Sony Pictures Animation and Timex partner to highlight perseverance in feature film "GOAT

Sony pairs Timex with GOAT to underscore perseverance theme

Sony Pictures Animation is amplifying the underdog story of its new feature GOAT through a promotional collaboration with Timex, the companies say. Timex announces the tie-up on Feb. 4, framing the heritage watchmaker as the "Greatest Of All Timekeepers" and aligning its message of time, grind and unseen work with the film’s small goat protagonist, Will, who aims to prove that "Smalls Can Ball." The film opens in North American theaters on Feb. 13, and the partnership seeks to extend its themes beyond screens into physical and social activations.

The collaboration exemplifies Sony’s broader marketing approach for family animation, using brand partnerships to deepen narrative resonance and broaden audience reach. By pairing a legacy consumer brand with a character-driven story about perseverance, the studio leverages Timex’s familiarity to reinforce GOAT’s message that greatness is built moment by moment. The alliance targets families, animation fans and collectors, creating layered touchpoints that connect viewers to the film’s emotional core rather than simply promoting ticket sales.

Sony and Timex also fold experiential elements into the campaign to generate earned media and real-time fan engagement. At the film’s world premiere, a custom-built red carpet installation invites guests to "make every second count" by shooting hoops and scoring moments—an activation intended to mirror the film’s playfulness while keeping brand storytelling front and center. Executed around the theatrical debut, these events aim to translate on-screen themes into shareable, real-world experiences that sustain audience interest after opening weekend.

Promotions and fan engagement

Timex runs an all‑star social giveaway alongside the premiere activation, asking fans to nominate the "GOAT" in their lives for a chance to win a trip to Los Angeles. Entries are open via @Timex on Instagram through Feb. 23, driving social participation that ties back into Sony’s promotional calendar for GOAT.

Campaign creative and brand voice

Shari Fabiani, Timex Group’s chief marketing officer, says the company spends generations keeping time and is inspired by how people use it; the activation aims to bring that belief to life in a "fresh, fun, and unmistakably Timex way." Together, the film and the watchmaker position perseverance, heart and incremental effort as the shared through-line of the campaign.