New Nike campaign finds sports magic in the mundane

While most back-to-school campaigns tend to blend into a sea of ​​identical school uniform ads, Nike is taking a different approach this year to this highlight of the kids’ calendar.

In its new campaign, Never Done Playing, the sportswear brand focuses on finding magic in the mundane by turning everyday chores into sporting events.

The campaign is led by creative consultancy Corossol, which previously worked with the brand on its Emma Raducanu Wimbledon campaign earlier this summer and a community campaign in Berlin last year.

The series of four hero films was directed by India Rose Harris and features a mix of street actors and famous families, with cinematography directed by Lucas Garrido.

The first spot shows Dutch soccer legend Virgil Van Dijk gardening, before being drawn into an epic soccer match with his two daughters.

YouTube and Channel 5 TV personalities, the Grimwades family, star in a second film, which shows them turning WFH into a dance battle.

The other two films feature families discovered through street casting, who are filmed turning a walk around the block into a 100-yard run and doing laundry into a game of doubles tennis.

Creative Tip: Soursop
Executive Creative Director: Ravi Amaratunga Hitchcock
Artistic Director: Francesca Marchesi
Artistic Director: Salvatore Gullifa
Junior Art Director: Tom Sutcliffe
Photography: Lucas Garrido & Alma Debenath
Production studio: KODE
Director: India Rose Harris
DOP: Tristan Chenais

Darryl A. Chapin