Tasked to create a campaign of socially sharable and authentic storytelling that will resonate with BIPOC athletes. “Play New” is a new way of how Nike will show up and behave, inside and out. It’s our North Star. From the stories we tell, to how we tell them; from the footage we capture and how we capture; it should feel and be new for Nike. Let’s play new for this piece of work and we’ll actually create it. Changing anything, changes everything.

It’s about what happens when you get outside your comfort zone and take a leap into the unknown. When you do something you’ve never done before.