Nike continued to expand its ‘Play New’ brand platform through October by telling stories about a group of young, dynamic athlete ambassadors from around the world who are changing the face of their sport and redefining the social construct of the modern athlete.
The ‘New Idols, New Generation, New Excellence’ campaign strand, conceived by long-time agency Wieden+Kennedy Portland with production outfit STADIUM, continued through October by focusing on three distinctly different athletes who each offer up a fresh style within their respective sport.
The high-energies stories are told through a set of social spots deployed across its own channels and on paid online platforms.
The first film features US sprint sensation Sha’Carri Richardson: the fastest woman in America in 2021 with a boisterous personality to match. The spot, which was directed by Samy Mosher and photographed by Monroe Alvarez and Shannon Brown, that celebrates Sha’Carri’s unique style and attitude both on and off the track.
The second spot starred Dylan Alcott: an Australian Paralympic tennis gold-medalist and multiple Grand Slam winner. Directed by Giorgio Bruni, the video sees Dylan explain how seeing disabled sports in the media allowed him to maximise his own athletic potential.
Sky Brown, who won skateboarding bronze at the Tokyo Olympics, fronts a third video set at Venice Skatepark which highlights her determination to push boundaries for young girls in sport around the world.
According to Wieden + Kennedy Nike EP Jake Grand, the athletes and the creative and production teams behind the campaign thrive on the fast-paced challenges in order to leave the viewer wondering what’s next?
STADIUM London’s Executive Producer Mickey Voak added: “At STADIUM, we are proud to be a part of an industry and to partner with agencies and brands that seek to surface stories from communities who historically have not had the representation they deserve.”
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Initially launched in May 2021, ‘Play New’ celebrates play over competition and the freedom of not getting it right on the first try by encouraging viewers to try new sports – even if, at first, they suck at them.
Since then the campaign has evolved to include a UK ‘Play New Channel 4 Documentary’, a Marcus Rashford fronted ‘Toxic Football’ campaign challenging toxic masculinity in football culture, Japanese epic ‘New Girl’, plus June’s ‘Land Of New Football’, July’s Olympic themed ‘Best Day Ever’ initiative and August’s Brazilian focused ‘New Fairies’ skateboard spot.
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