Nike Australia has launched its brand campaign by Wieden + Kennedy Portland.
No Turning Back encourages people to play and love the creativity of sport. Part of its appeal is its devil-may-care attitude. It’s Just Do It, reawakened and stepped up a notch or two.
There are four TVCs delivered in the irreverent and bold tone for which Nike is famous. Athletes are placed, or rather place themselves, in unusual No Turning Back situations. Featured are tennis player, Nick Kyrgios; NRL hero, Cameron Smith, footballer, Tom Rogic., athlete Genevieve LaCaze and NRL player, James Tedesco.
The campaign was in development more than a year and was shot in various locations throughout Australia.
Brant Hirst, marketing director, Nike, cmmented, “Historically, competition was always just as important as winning. It’s what made Australia the most successful underdog-sporting nation.
“Nike’s No Turning Back campaign was developed to awaken the naturally competitive spirit that lies at the heart of every Australian young athlete and inspire them to play like they have nothing to lose.”
The No Turning Back campaign is running nationally with TVCs launching during the State of Origin broadcast, supported by experiential events, digital, in-store, OOH and PR.
The TVC films will be complemented by large-scale OOH formats across Australia, including the highly visible Glebe Sydney silos. An OOH was also projected on the side of the MCG in Melbourne when the Socceroos took on Brazil last week.
To mark the launch, Nike Australia hosted a panel with some of Australia’s top athletes, both past and present, to discuss getting Australian inspired to compete. It was led by Fox Sports news presenter, Louise Ransome; sporting legends, Andrew Johns and Steve Moneghetti, with athletes including AFL player, Nic Naitanui; football star, Kyah Simon; netballer, Kim Ravaillion and skater, Hayley Wilson, who shared their own No Turning Back stories.
Credits:
Advertising Agency: Wieden+Kennedy Portland
Creative Director: Alberto Ponte & Ryan O’Rourke
Director: Steve Ayson
Team: Sara Philips, Alex Romans, David Chathas, Irina Tone, Barrie Wilhelmi, Simone Takasaki, Lisa Johnson, Ryan Craven, Luiza Prata Carvalho & Patrick Gulliford
Media Agency: Mindshare
Client: Nike Australia
Marketing Director: Brant Hirst
Brand Communications Manager: Alex Tjioe
