Try to rediscover sport through new ways. This is the message of the new Nike campaign, “Play New”, launched a few hours ago.
The accompanying video features top athletes such as Sabrina Ionescu, Dina Asher-Smith and Blake Leeper and singer Rosalía.
The soundtrack is the song by the Swedish post-punk group Viagra Boys, titled Sports.
The common thread that unites all the protagonists of the campaign is the joy of movement, both in the game and in the competition as well as using as fuel to fuel themselves, the confidence they gain by pursuing and achieving their goals.
Melanie Auguste, VP, Global Brand Marketing, explains the significance of the game and reminds us that harnessing the joy of sport is itself a gimmick to make life a little easier: “Play means joy. It represents pure enjoyment and being able to just be free. All kids play. That’s just a natural thing they do. The reason we are encouraging people to ‘Play New,’ is to celebrate that notion of getting back to the joy of discovering and trying something for the first time — the joy of letting loose a little bit”.
Inspiration Through Play: “Sport is of the greatest ways to watch our growth as human beings. Think about all the different ways that you can move. As a kid, with my brothers, we would mimic the sports we saw on TV. One we did the most was the high jump. We had a bed with posts, so we would tie a string, and then we would take turns jumping over that. We would then go onto our cul-de-sac and run sprints. We had a pool, so then we’d try to do the butterfly. I’m pretty sure we were not doing it right. It was some form of just belly flops. All of that movement and play brought us so much joy”.
Resilience Through Play: “You want to make change in the world? First you must mirror that change you want in yourself. Sport becomes a vehicle for you to get to know yourself, to be comfortable with yourself, to be confident, to try concepts out that you will use in the world. Whether it’s the process of resilience of learning something new, or the process of working with a team, or the process confronting things that gives you that practice time and eventually that confidence. So then when you go step into the world and you see things you want to change, you’ve had a place where you’ve practiced that and done that, because sport is just a microcosm of the broader world”.
Discovery Through Play: “We sometimes get trapped in an idea: ‘if I play a sport, what are the chances I go pro?’ My response is, if you play a sport, just see where it takes you. Sport helped be a vehicle for me to find my competence as a little kid. Now, as an adult, it became a way for me to learn the world. What makes engaging in sports so cool is that my story didn’t end with me being a professional athlete, but it ended in me being able to tell stories about professional athletes and still be inspired by it”.
Below is the campaign video: