Nike’s latest campaign, ‘Play New’, invites people to discover sport in new ways with a film that features elite athletes Sabrina Ionescu, Dina Asher-Smith and Blake Leeper, and award-winning artist Rosalía.
Nike is encouraging everyday folk to be comfortable trying new sports, “even if you kind of suck,” representing one of its more relatable brand messages of late.
The campaign, fronted by a spot that features elite athletes and a Grammy-winning singer-songwriter who each fail (but get back up) while trying a new sport, was created in collaboration with agency Wieden+Kennedy.
Melanie Auguste, VP of global brand marketing at Nike, unpacked the meaning of play in a statement accompanying the release of the ‘Play New’ campaign, saying harnessing the joy of sport is itself a life hack.
“Play means joy,” Auguste said.
“It represents pure enjoyment and being able to just be free. All kids play. That’s just a natural thing they do.
“The reason we are encouraging people to ‘Play New,’ is to celebrate that notion of getting back to the joy of discovering and trying something for the first time—the joy of letting loose a little bit.”
Inspiration Through Play
“Sport is one of the greatest ways to watch our growth as human beings,” Auguste adds.
“Think about all the different ways that you can move. As a kid, with my brothers, we would mimic the sports we saw on TV. One we did the most was the high jump.
“We had a bed with posts, so we would tie a string, and then we would take turns jumping over that. We would then go onto our cul-de-sac and run sprints. We had a pool, so then we’d try to do the butterfly. I’m pretty sure we were not doing it right. It was some form of just belly flops.
“All of that movement and play brought us so much joy.”
Resilience Through Play
“You want to make change in the world? First you must mirror that change you want in yourself,” Auguste said.
“Sport becomes a vehicle for you to get to know yourself, to be comfortable with yourself, to be confident, to try concepts out that you will use in the world.
“Whether it’s the process of resilience of learning something new, or the process of working with a team, or the process confronting things that gives you that practice time and eventually that confidence. So then when you go step into the world and you see things you want to change, you’ve had a place where you’ve practiced that and done that, because sport is just a microcosm of the broader world.”
Discovery Through Play
“We sometimes get trapped in an idea: ‘if I play a sport, what are the chances I go pro?’ My response is, if you play a sport, just see where it takes you,” Auguste said.
“Sport helped be a vehicle for me to find my competence as a little kid. Now, as an adult, it became a way for me to learn the world.
“What makes engaging in sports so cool is that my story didn’t end with me being a professional athlete, but it ended in me being able to tell stories about professional athletes and still be inspired by it.”
Featured image source: Nike
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]
9000 Western Australians experiencing homelessness are about to face cold winter nights. To call for donations to the 2021 Winter Appeal, Anglicare WA has released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer. […]
Blackmagic Design has shared how its products were used to shoot the latest commercial campaign for Chris Hemsworth’s fitness training app, Centr. The new campaign, which promotes the progressive 10 week workout plan ‘Power’ replicates the same protocols used to prepare the actor for his latest appearance in the upcoming Marvel franchise film, Thor: Love […]
Airtasker has chosen leading independent digital growth consultancy, Webprofits as a strategic partner to help them expand to new markets. Following a successful IPO in early 2021, Airtasker set its sights on the next strategic objective — expansion and growth in the UK market. After careful review, they partnered with the growth marketing specialists at […]
Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]