Nike has released a global cause campaign to promote the need for social distancing during the Covid-19 crisis and to inspire and encourage all athletes to understand and stick to the guidance.
The initiative, developed with longimte creative agency Wieden+Kennedy, aims to encourage quarantining and social distancing during the coronavirus pandemic.
Taking a classic Nike creative approach with simple, bold black copy on a plain background, the global executions says: “If you ever dreamed of playing for millions around the world, now is your chance. Play inside, play for the world.”
Within a few minutes of its release across Nike’s own digital and social channels and strong line up of Nike sub-brands and ambassador athletes had posted the execution itself or its copy onto their social media channels.
Now more than ever, we are one team. #playinside #playfortheworld pic.twitter.com/LRLhL4FwkG
— Nike (@Nike) March 21, 2020
Now more than ever, we are one family. #JUMPMAN #playinside pic.twitter.com/U1G4HFeNBY
— Jordan (@Jumpman23) March 21, 2020
Now, more than ever, we are one team. #playinside #playfortheworld pic.twitter.com/YPInHKIeaC
— Tiger Woods (@TigerWoods) March 21, 2020
If you ever dreamed of playing for millions around the world, now is your chance. Play inside, play for the world.#staysafe #playinside #playfortheworld pic.twitter.com/Ie5i9BjzEM
— Cristiano Ronaldo (@Cristiano) March 21, 2020
Now more than ever, we are on one team. #playinside #playfortheworld pic.twitter.com/d5FobHobuI
— Carli Lloyd (@CarliLloyd) March 21, 2020
The brand message campaign coincides with Nike’s decision to make all of its premium programming on the Nike Training Club app free of charge to all users.
The service typically costs $14.99-per-month or $119.99-per-year and it includes studio-style workouts, amateur and elite training programs and tips from Nike master trainers and athlete endorsers which can be streamed on mobile.
Nike also announced this week that the company and its foundation and several of its senior executives (including Co-Founder Phil Knight, Executive Chairman Mark Parker, and CEO John Donahoe would donate more than a combined $15m to coronavirus response efforts.
Comment:
‘Just Stay In ’ says Nike and we wholeheartedly agree.
As ever, Nike is guided by its brand values ad is executing with empathy and decisiveness. It is again showing that it believes major brands have a role to play in times of crisis and socio-cultural crossroads.
Nike once again shows how it understands timing and people and that if you unceasingly reinforce your brand values then your voice in this kind of situation has power and merit.
The sportswear behemoth has already announced it would close all its retail outlets stores around the world by 27 March (including its 384 stores across the USA).
But the brand will hope that the strength of its brand, its shift to digital commerce and by doing its part to tackle the pandemic (the brand is exploring shifting production to manufacturer PPE) the company will weather the crisis.
Nike has also made the premium parts of its excercise app free for 90 days.
Links:
https://www.nike.com/
https://www.youtube.com/user/nike
https://www.instagram.com/nike/
https://twitter.com/nike
https://www.facebook.com/nike
Wieden+Kennedy
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