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Ad of the week: Play for the World

AgencyWieden + Kennedy Portland

Staying fit whilst indoors is difficult at the best of times. Let alone staying motivated which is often the most difficult part of any fitness program.

As all types of activities from football to athletics have ground to a halt in many parts of the world, including professional and amatuer levels, amidst the coronavirus pandemic. Those who are trying to stay on their game or just stay active have faced a range of challenges.

Space is limited for many and public indoor workout options such as gyms and sports centres are largely off the table. There is also the emotional weight of economic uncertainty and the effects of the virus on our families and friends that must also be accounted for.

Nike has recently launched its “Play for the World” campaign, which used a simple text campaign to pas on a relatable message of solidarity that fans could rally around along with their favourite sports stars.

The brand is now back with a 60-second advert, “You Can’t Stop Us”. Wieden + Kennedy Portland has merged still and video footage that has been shot in homes all over the world to create the ad.

There are a few of Nike’s star athletes scattered through the ad, including basketballer LeBron James, boxer Ramla Ali and beach volley ball star Sara Hughes. However, it is clear that the ad is a message of unity across all levels of athletics and is a part of the larger commitment by Nike to help people stay active during the current quarantine era. These include livestreamed workouts from Nike “master trainers” and the interactive competition, the Living Room Cup.

Black and white image of a woman working out and text that says, 'To those playing in hallways'

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