Piyush Jha
In an effort to inspire and innovate for every athlete, NIKE has started a new campaign. They refer to everyone as an athlete because, in their eyes, everyone with a body qualifies.
The advertising campaign, "play new," promotes the pleasure of physical activity, regardless of skill level.
The latest advertising campaign from NIKE encourages individuals to explore athletics in new ways. Athletes Sabrina Ionescu, Dina Asher-Smith, and Blake Leeper are featured in the film promotion, together with prize-winning artist Rosalía. The things that bind not only them but also the rest of us are our love of movement, play, and competition. The movie appears to be close to those who try but aren't the best in the world, which is the majority of us and departs from NIKE's hyper-motivational approach. The truth is that NIKE wants us to move because play is how we experience joy, find inspiration, build resilience, and learn new things.
‘Give golf a go like world champion sprinter Dina Asher-Smith. or take a swing at tennis like WNBA star Sabrina Ionescu. Step up to the plate with eight-time paralympic international medallist Blake Leeper or take aim at archery like award-winning artist Rosalía,’ reads the description of the video campaign. ‘Whatever it is you want to do, go for it. sure, it might not be pretty but, trying something you’ve never done before is how you play new and that’s always a win.’