Nike Running leveraged the 2019 Virgin Money London Marathon with work focused on endorser Sir Mo Farah that promoted the brand’s launch of its new Nike ZoomX Vaporfly NEXT%.
Launched online on 24 April, ahead of the Sunday 28 April race, the campaign is led by a short film showcasing the power, speed and stamina of the record-breaking Olympian.
The hero spot, shot in Ethiopia, follows Farah’s weekly 120-mile altitude training regime and focuses not just on his commitment and ability, but also how he remains grounded and is an inspiration for so many people.
The short film recording Britain’s most successful long-distance runner was supported by a photography series shot by Fresh Film’s Harry George Hall
Comment:
This work follows in the creative and thematic footsteps of Nike’s 2017 Mo Farah fronted ‘Smile’ campaign (see case study).
Ethiopia provided a beautiful backdrop for a campaign fronted by compelling and powerful creative that successfully highlights the relentless spirit of this down to earth athlete.
What a shame the campaign PR was overshadowed by media stories about a spat between Fara and former long distance legend Haile Gebrselassie after complaints about Farah having goods stolen from Gebrselassie’s Ethiopia hotel.
Links:
Nike
http://www.nike.com/gb/en_gb/c/justdoit
https://www.instagram.com/nike/
https://plus.google.com/u/0/+nike
Wieden + Kennedy London
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