Nike has unveiled a new advertising campaign called 'Play New,' which highlights the draws of staying active, even if it's doing something you're not necessarily good at.
The ad was done by agency Wieden+Kennedy, and features a roster of athletes, including Dina Asher-Smith, Blake Leeper, and Sabrina Ionescu. Though all of the athletes are talented when it comes to their own sports, the ad shows them try out a new one that they don't have the same affinity for. Even Grammy award-winning singer Rosalía tries her hand at archery.
With its relatable narrative, the Nike ad shows that everyone needs to practice before they become good at something, and that learning can really just be part of the fun.
Relatable Sport Campaigns
Nike's 'Play New' Advertisement Celebrates Failure
Trend Themes
1. Celebrating Failure - Opportunity for companies to embrace failure as a learning opportunity and highlight it in their marketing campaigns.
2. Trying New Things - There is an opportunity to encourage consumers to try new activities and hobbies that challenge them and motivate them to step out of their comfort zones.
3. Relatable Storytelling - There is an opportunity for brands to showcase authentic, relatable stories in their ad campaigns that resonate with a wider audience beyond just the athletes themselves.
Industry Implications
1. Sportswear - Companies in the sportswear industry can embrace the idea of trying new things and celebrating failure, and incorporate it into their products and marketing campaigns.
2. Fitness - Fitness companies can encourage their customers to try new kinds of workouts and activities beyond their usual routines, and highlight the fun and learning that comes with it.
3. Advertising - The advertising industry has an opportunity to create more relatable content that resonates with audiences, as demonstrated by Nike's 'Play New' campaign.