Nike's "Play New" campaign: the most creative in 2021

 

Why Nike “Play New” is a great example of marketing done right?

Nike, a worldwide recognized brand for sportswear is known for pushing the limits when it comes to marketing strategies. Since its founding in 1964 Nike has remained faithful to the strategy of not selling products but promoting ideas. Ideas that resonated with the audience, thus creating deep and unique memory of the company and its products.

So how did Nike carry on with this strategy in 2021 following the turmoil and challenging events that occurred in 2020?

On the 6th of May 2021, Nike launched the “Play New” campaign with a short film that was a shout-out for the ones who suck at sports yet are still trying. 

The film featured elite athletes Sabrina Ionescu, Dina Asher-Smith, and Blake Leeper as well as the award-winning singer and dancer Rosalía, attempting to play sports out of their expertise. It was an invitation to try and fail, but to do it anyway because it's fun to discover new, to play new.

No matter how many times you fall down, you’re still coming out on top. Trying new things is always a win. That’s how you Play New

Video description on nike.com

Furthermore, Nike reached out to the younger audience by leveraging platforms like Snapchat and TikTok. The company works with several TikTok creators to create a series of episodic journeys. The series records the creators as they try new things. 

Nike recognized that many people, including their audience, have gone through hard times and need a renewal of hope. So they create content with a clear message of inspiration. Their feel-good film was repeatedly referred to by the audience as; refreshing, motivational, fun, and relatable.

Nike connects to the customers by appealing to their needs and reaching out to them, not by selling products but by saying we understand. And that’s simply why Nike “Play Now” Camping is probably the most creative and effective marketing campaign of 2021.

 Watch Play new Video