Find Your Sport in Nike's 'Play New' Campaign
While our parents may have encouraged us to join a sports team in our childhood years, we are more mindful as adults that this probably wasn’t rooted in just getting active. Sports is truly a love language for building confidence, cultivating lifelong bonds with other people, and just having fun. Being active in sport can create the fundamental building blocks to empower while inspiring. Nike is creating more community for everyone to not only get active, but find fun new ways to do so.
The launch of Nike’s ‘Play New’ Campaign has us wanting to tap into skills we never knew we had as it relates to the wide world of sports. This new chapter of ‘Play’ will highlight multiple layers of content and create experiences for all of us to join in on the fun. Kicking off the launch, the Swoosh pulled in some heavy hitters like Sabrina Ionescu, Dina Asher-Smith, and even award-winning artist Rosalía. Who doesn’t want to see WNBA superstar Sabrina Ionescu try and play tennis? Exactly.
WHERE CAN WE LEARN MORE ABOUT THE NIKE 'PLAY NEW’ CAMPAIGN?
In addition to the ‘Play New’ video short, Nike will be rolling out stories that speak to the personal journey of campaign protagonists (along with the WHY that moves them). We are excited to see what’s to come and know that there will be ways we all resonate with discovering sport. Keep it locked to Nike’s digital ecosystem as more rollout details surface. Check out some of the fun ways below that Nike will be integrating more activities through various social media channels.
Snapchat: Nike will soon introduce new Play New-themed full-body augmented reality Lenses to encourage people to enter a virtual world and try something new, like surfing, boxing, dancing or yoga. The AR Lenses will contain persistent storage – a new feature from Snapchat – so users can return to the Lens to see their scores and progress.
TikTok: Nike will create a series of episodic journeys that follow TikTok creators as they try something new, sharing their funny and imperfect experiences with audiences. This will join Nike’s existing “Break It Down” content series featuring creators teaching their signature moves, to encourage youth to have fun and get moving.
Source: Nike