Nike | Europe

Spring Leadership Pan-European Campaign

With this Spring apparel and footwear Pan European campaign, the focus was switched from sponsored star athletes to the everyday athlete. The incredible depth of the insightful copy demanded an equal partner in the visual. Hockney’s photo collages inspired this dynamic direction which allowed for the showcasing of both product and lifestyle, while providing real insight into the lives of everyday athletes. In this campaign, the emphasis was as much on how the product was used as the product itself: the rituals of running a particular route, at a certain time, before or after consuming this drink or that food. With the use of polaroid film, the beloved medium of instant photography, we were able to simply and honestly document real athletes as they go through the daily rituals of participating in their sport.

Over 5000 Polaroids were edited down and formatted into numerous executions, and adapted and translated into eight languages for the European market.

Client : Nike Europe
Agency : Wieden & Kennedy, Amsterdam
Categories : Campaign | OOH | Print