Nike · 06/15
Give sport.
Game energy doesn’t only exist when you play. It lives in the warm-up, the crew on the sideline, the buzzer-beater felt from the couch, the fit that carries the day.
- Client
- Nike
- Year
- 2025
- Role
- Brand campaign
- Scope
- Positioning · Copywriting · Strategy · Stills · Motion · Paid, social and owned
Their game can’t be put in a box. So we put their game in a box.
The project
Working end to end with Nike’s North America Digital Studio, we led positioning, copywriting, strategy, shoot planning, and photo and video creative direction across Running, Training, Basketball and Lifestyle.
The challenge. For a youth audience already living at the intersection of sport, culture and style, the line between performance and lifestyle is already gone, so the season leaned into both at once.
Our approach. A Winter Arena treatment of cold air, visible breath, and a Winter Blue through-line kept the campaign feeling like sport, not like Holiday. We managed post from select through final delivery, holding a single look across paid, social, CRM, .com and in-store.
04 · The result
A Holiday campaign that looks like Nike, not like Holiday.
Give sport was built around one simple truth: game energy doesn’t only exist when you play.
Credits
Athletes: Rae Burrel, Tyran Stokes, Brandon McCoy · Photography: Juanita Richards, Willie Jane · DP: Chuck Owens · VP Creative Nike: Zarna Surti · Art Director Nike: David Zavertnik · Creative Director SMB: Eric Duvauchelle · Art Directors: Grace Potts, Sofia Villareal · Editors: Deyen Smith, Lynn Bousquet · Audio: Neverhome Music · Retouch: Silhouette · Production: BAM! · Styling: Jenna Happala
