Going into 2021, Sport around the world had taken a hit. Globally, people were being dragged through different tiers of lockdowns, while some countries were looking at plans to reopen. Regardless, wherever Nike’s consumers were, sport had been tried, tested, delayed, or canceled.

Sadly, this had a big impact on sports participation everywhere. Pre-pandemic we were already fighting the exodus of youth to sport. The problem wasn’t new - it just got bigger. And the ‘why’ for youth around the world varied.

Youth didn’t see how it creates change. It wasn’t aligned with their values. It was too hard and full of pressure. It was something they used to do pre-pandemic. The list goes on.

NIKE wanted to reposition sport as a bright and optimistic force for change, in the lead up to the Olympics.

We all know the results when we play it safe, in this anthem we show what happens when you get outside your comfort zone and take a leap into the unknown. When you do something you’ve never done. When you go to a place you’ve never gone.

Most of the time it isn’t pretty, in fact you might suck like hell. But when you do it, it's worth it. You gain fun, laughter, friends, joy and determination. You grow and emerge changed for the better.

In this campaign we celebrate the failures. The fuck ups. The hard-to-watch-nature of when people say “screw it,” set their inhibitions to the side and play new.

Because you can't change yourself until you try.

Going into 2021, Sport had a lot of baggage. Nike wanted to shake it off and start new.

But new demands change.

We all know the results when we play it safe, and to launch Play New, Nike wanted to show what happens when you get outside your comfort zone and take a leap into the unknown.

Play New was Nike’s global POV and a springboard for brand communication leading up to and through the Tokyo Olympics and Paralympics in Summer 2021.

Play New was implemented across TV, OTT, online film, social, digital partnerships, & audio platforms to encourage users to try a new sport in North America.

Combined with a coordinated global launch on May 6th, Nike scaled in North America delivering 2BB impressions in the first two weeks (1.3K+ TV airings). Additionally, Play New delivered 435.4M combined digital + social reach, 653M views, and 441.7K new members.

Broad Sports + Cultural Moments paid off with 360 investments in SNL, MTV Movie Awards, and NBA Playoffs, all seeing increasing viewership YOY. This complimented a global social launch on TikTok and Snapchat featuring custom creators and an AR lens. Dedicated partnership and investment in BIPOC audiences and creators, as well as Gen-Z females, lead to above average VCR and site traffic, leading to full funnel engagement and acquisition / retention within the Nike app.