The latest global campaign is part of the 25th anniversary of the ‘Just Do It’ campaign. Designed and conceptualised by Wieden+Kennedy, the campaign takes ‘Just Do It’ from inspiration to action, enabling viewers to participate in challenges through the Nike+ digital ecosystem
BestMediaInfo Bureau | Delhi | August 27, 2013
Nike’s new campaign, ‘Possibilities’, featuring an all-star cast of athletes and guest stars inspires viewers to push their limits and strive to reach new goals through a series of playful scenarios. The latest global campaign is part of the 25th anniversary of the ‘Just Do It’ campaign and was launched on August 26 across markets.
Digital and social media activations help viewers to #justdoit themselves through a series of Nike+ challenges. The film begins with the line, “If you can run a mile, run a race, run a marathon, outrun a movie star.” A series of different challenges and scenarios emerge, each challenging characters in the film – and the audience – to push themselves to new limits.
The film features basketball star and reigning NBA MVP, LeBron James; tennis icon Serena Williams; footballer Gerard Pique of FC Barcelona and Spain; and boxing sensation Andre Ward.
Actor Bradley Cooper narrates the film, which was directed by the acclaimed Nicolai Fuglsig, and features a guest appearance by actor Chris Pine.
As part of the 25th anniversary of ‘Just Do It’, the inspirational message doesn’t end when the film is complete. ‘Possibilities’ seeks to inspire everyone in their personal achievements through Nike+. The film is a challenge to the audience, who can physically take part in the film’s concept through a series of Nike+ challenges.
"For 25 years, we’ve been inspiring people to Just Do It,” commented Davide Grasso, Nike’s Global Chief Marketing Officer. “With ‘Possibilities’ we’re taking 'Just Do It' to a whole new place, showing people a new way to set goals and think about their own athletic potential, then helping them to achieve those goals through products, services and inspiration.”
Viewers can explore their own ‘Possibilities’ through several activations, including Nike+ Running and NikeFuel challenges.
The ‘Challenges’ feature on the Nike+ Running app enables runners to set a distance goal, invite Nike+ friends to join and race to the virtual finish line. Users can determine the Challenge’s name, mileage goal, time period and participants, and a new chat feature allows friends to encourage each other and share tips throughout the Challenge. Runners can stay motivated by checking the live leaderboard to track progress and see where they rank amongst their friends.
From August 20-September 13, runners using the Nike+ Running app can log their Nike+ miles towards winning a once-in-lifetime running experience, as part of Nike’s crowd-sourced Free Run concept.
The Nike+ digital ecosystem has more than 18 million global members, and anyone who engages in these challenges will be encouraged to share their activity through the hashtag #justdoit to ultimately help drive participants to realize new possibilities.