Wieden+Kennedy (Nike) - "Play New" (2024)
Play New emphasizes that embracing unfamiliar sports can lead to personal growth, showcasing that the process of trying and sometimes failing is valuable.
The campaign features a diverse group of individuals, including elite athletes like Sabrina Ionescu, Dina Asher-Smith, Blake Leeper, and music artist Rosalía, all experimenting with new sports.
The campaign targets individuals open to exploring new activities, as well as sports enthusiasts interested in broadening their athletic experiences.
TARGET AUDIENCE
About the
Campaign -
Play New emphasizes that embracing unfamiliar sports can lead to personal growth, showcasing that the process of trying and sometimes failing is valuable.
Core Theme of the Campaign -
1. Encouragement to Explore: "Play New" motivates individuals to try sports beyond their usual interests.
2. Celebration of Diversity: It features people from various backgrounds, including top athletes and artists, engaging in different sports.
3. Emphasis on Growth: The campaign highlights that trying new sports fosters personal development and resilience.
4. Positive Messaging: It promotes a message that embracing new challenges is both exciting and rewarding.
5. Global Reach: The campaign's diverse representation appeals to a wide audience, encouraging global participation in new sports.