Early September saw Nike launch a blended sport and entertainment campaign that acts as a rallying cry to women – challenging them to ‘make the world listen’.
The hero spot, directed by Coralie Fargeat, features an impressive team of female sports stars from its athlete and entertainer ambassador stable from around the world – with a focus on Asia Pacific and Latin America: they include 23-time grand slam tennis champion Serena Williams, plus Taiwanese singer/dancer Amber Liu, Japanese hip hop choreographer and dancer Koharu Sugawara and skateboarder Aori Nishimura, Peruvian female empowerment advocate Valeria Piazza, Thai actress and runner Rachwin Wong and Australian football star Sam Kerr.
The film showcases cries of these women s they experience frustration as well as exhilaration, before getting back up and pushing on towards victory.
The idea is to highlight the power of female determination and to encourage and inspire women to break down sporting barriers.
The campaign runs with the tagline: “The louder we play, the more we change the game. Get Loud. Get Moving” and aims to drive viewers online to do the https://nike.com/justdoit site.
The initiative, which was created in tandem with long-time Nike creative agency Wieden+Kennedy, runs in global and regional/local strands,
For example, the regional Asia Pacific localised version features AFLW Carlton player and boxer Tayla Harris as well as footballer Samantha Kerr.
This 60-second spot shows women in states of physical distress, before concluding with a swinging knock-out punch in the boxing ring.
According to the Nike campaign PR launch collateral: “A rally cry is more than a yell. It’s a visceral response to a mental reaction – frustration, elation and every emotion in between. It’s a call to assemble. It’s a call to advance. In sports, the rally cry can turn the tide of a game, and in the process, change the trajectory of a life.”
Comment:
Wow!
It’s been quite a fortnight for Nike marketers.
Not only did this rallying cry roll out a few days after another notable Nike women’s initiative – the Mexican experiential event focused ‘Juntas Imparables’ campaign (see case study), but it also comes on the back of high profile Colin Kaepernick fronted anniversary campaign (see case study) and the outcry over Serena Williams’ treatment and parallel racism and sexism storms arising from her US Open final (click to view Nike’s Serena specific US open initiative).
Now breathe.
Links:
Nike
https://www.youtube.com/user/nike
https://www.instagram.com/nike/
Wieden+Kennedy
