Nike releases new ‘Play for the World’ for COVID-19

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(Nike supports athletes playing indoors)

For Nike, supporting the shift in public life amidst the coronavirus means approaching novel problems with the indomitable spirit of an athlete. The brand has released a new iteration of its ‘Play for the World’ campaign, which it launched two weeks ago to mark its brand messaging around the coronavirus pandemic. 

The 60-second spot, from Joint Editorial, is entitled ‘You Can’t Stop Us.’ It’s a celebration of the creative ways that people are finding to exercise and practice sports at home. Created by Wieden+Kennedy, it’s the latest in a line of commercials that have been pieced together from self-shot videos from people’s homes. 

LeBron James is one of a few celebrity athletes who are featured, starring alongside beach volleyball player Sara Hughes and boxer Ramla Ali. But much of the film is focused on regular people, making the whole thing feel overtly relatable and genuinely inspiring. Watch below:


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“Optimism and courage are two of the characteristics that define the world of sport,” read a company release. “At Nike, we continue to be inspired by the ways people make sport a daily habit, even in the most challenging of times.”

To help encourage that further, programming from NTC Premium, a subscription-based service available in the U.S. that includes studio-style streaming workouts, progressive training programs (including bodyweight-only) and expert tips from the brand’s elite Nike Master Trainers, is now accessible at no charge.

To support all athletes wherever they are, Nike provides multiple formats of workout classes, coaching, motivation, nutrition guidance and training tips via its digital ecosystem — the Nike App, the Nike Running Club app (NRC), the Nike Training Club app (NTC), our social channels, nike.com and the brand’s award winning podcast, TRAINED. Nike provides multiple formats of workout classes, coaching, motivation, nutrition guidance and training tips via our digital ecosystem.

Nike announced yesterday that it had worked closely with health professionals at Oregon Health & Science University to create Personal Protective Equipment (PPE) in the form of full-face shields and powered, air-purifying respirator (PAPR) lenses to protect against the coronavirus – all reproduced with Nike-owned materials within its own manufacturing facilities

CREDITS:
CLIENT: Nike

AGENCY: Wieden + Kennedy Portland

  • CREATIVE DIRECTORS: Alberto Ponte, Ryan O’Rourke
  • COPYWRITER: Alex Romans
  • ART DIRECTOR: Miguel Gonzalez
  • EXECUTIVE PRODUCERS: Jake Grand, Krystle Mortimore
  • PRODUCER: Emily Knight
  • ASSOCIATE PRODUCER: Shani Storey
  • SR. BUSINESS AFFAIRS MANAGER: Maureen Doyle
  • GROUP BRAND DIRECTOR: Andre Gustavo
  • BRAND DIRECTOR: Kate Rutkowski
  • BRAND MANAGER: Steve Smith
  • GROUP STRATEGY DIRECTOR: Paula Bloodworth
  • GROUP MEDIA DIRECTOR: Daniel Sheniak
  • ASSOCIATE MEDIA DIRECTOR: Brian Goldstein
  • CREATIVE OPERATIONS MANAGER: David Ramirez
  • INTEGRATED TRAFFIC MANAGERS: Sabrina Reddy, Billy Mucha
  • EXECUTIVE DESIGN PRODUCER: Alicia Kuna
  • DESIGN PRODUCER: Michael Rosenau
  • STUDIO DESIGNER: Mitch Wilson
EDIT: Joint Editorial
  • EDITOR: Jasmine McCullough
  • EDITORIAL CONSULTANT: Tommy Harden
  • ASSISTANT EDITOR: Andrea Seider
  • POST PRODUCER: Annie Rosick
  • EXECUTIVE PRODUCER: Leslie Carthy
VFX: Joint Editorial
  • FLAME ARTIST: Edward Lopez
  • COLORIST: Jasmine Vazquez
  • VFX PRODUCER: Rebekah Koerbel
  • VFX EXECUTIVE PRODUCER: Bugs Russell

MIX: Joint Editorial

  • AUDIO MIXER: Natalie Huizenga
  • PRODUCER: Annie Rosick
MUSIC SUPERVISION: Walker
  • SENIOR EXECUTIVE PRODUCER: Sara Matarazzo
  • EXECUTIVE PRODUCER: Stephanie Pigott
  • PRODUCER: Danielle Soury
  • MUSIC: Mychael Danna, “The Streak” from the Moneyball OST Courtesy of Sony Pictures

SOURCE: Nike

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