Earlier this month, Nike released a new marketing campaign called “Play New” and invites you to discover sport in a new way.
Created in 1971, Nike is a worldwide-famous sports goods manufacturer based in the USA. The brand is known for its recognizable logo in a comma shape as well as its slogan “Just Do It.”
On the 6th May 2021, Nike released a new marketing campaign called “Play New” and invites you to discover sport in a new way.
The brand is already known for its bold marketing and communication moves. Last year, it changed its slogan to “Just Don’t Do It” in support of the Black Lives Matter movement. And created a video that was shared on the competitor Adidas’ Twitter account in order to show unity.
This time, the brand celebrates the ones who are bad at sport — however, still trying. Featuring elite athletes like Sabrina Ionescu, Dina Asher-Smith, and Blake Leeper, as well as award-winning artist Rosalía, the video invites you to discover sport in a new way and try things you have never done before.
Developed with the agency Wieden+Kennedy, the campaign is an embrace of the reverberate power of play. As explained by Melanie Auguste, VP and Global Brand Marketing, in this interview, “Play New” is built around four main themes: joy through play, inspiration through play, resilience through play, and discovery through play.
No matter how many times you fall down, you’re still coming out on top. Trying new things is always a win. That’s how you Play New.Video campaign description on nike.com
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