Staying fit indoors is challenging enough. Staying motivated can be far more difficult.
As athletics and activities of all kinds—from major league ballparks to neighborhood courts—have remained stalled amid the global response to COVID-19, those trying to stay on their game or just healthy have faced a range of challenges.
Space is limited for many, of course. And public indoor workout options or even gyms are largely off the table. Plus there’s the emotional weight of economic uncertainty along with fears around the coronavirus’ toll on our families and communities.
Nike had recently raised a motivational flag for fans to rally around with its “Play for the World” campaign, which used simple text to convey a relatable message of solidarity.
Now the brand is back with a 60-second spot, You Can’t Stop Us, for which Wieden + Kennedy Portland compiled still and video footage shot at homes all over.
While there are a few star athletes to be found in the ad, including LeBron James, and Nike-backed talents like Somali boxer Ramla Ali plus beach volleyball star Sara Hughes, it’s clear that the message is one of unity across all levels of athletics.
The ad is part of a much larger quarantine-era commitment by Nike to help people stay active, including livestreamed workouts from Nike “master trainers” and a fun interactive competition called the Living Room Cup.
Campaign: Play for the World
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