Campaign details

Brand: Nike
Client: Dorinda Ross
Agency: R/GA London

Executive Summary

Nike has been on a journey to become a service oriented business, dedicated to making better athletes* (* = Nike believes that if you have a body you are an athlete). This ambition is backed with a very real target to become a 50 billion dollar company by 2020.

At the same time, in Germany, Nike was struggling to engage its core audience, the Young & Fast (men and women, 19-24 yo). So we were briefed to make Nike relevant again by motivating this audience to be more active with the brand.

This was not easy. Particularly as Adidas owns the performance cred in the market and the audience is wary of brands invading their privacy.

But Nike exists to serve athletes, and that's exactly where we began.