Sportswear and footwear brand Nike has launched an advertising campaign that reimagines the famous slogan “Just Do It” and encourages the whole world to play in Russian.
According to company representatives, it allows you to feel the character of the Russian winter and inspire athletes of any level and preparation to go out and set new ambitious sports goals.
“Sports can be practiced in all weather conditions, and the Russian winter is no exception,” says Massimo Junko, Marketing Director of Nike Russia. - We encourage young people to join the game and prove to everyone and to themselves that winter is their territory. We already know how fearless they are, and it is their time to show the world their true Russian character. "
The campaign was announced by the film, which was attended by hockey player Alexander Ovechkin, athlete Daria Klishina, footballer Alexander Kokorin, snowboarder Denis Leontyev, skateboarder Yegor Kaldikov and figure skater Adelina Sotnikova.
As part of the campaign, Nike published a brand new lookbook combining collections information, photos of Russian athletes and their inspirational quotes about what it means to play in Russian.
Also, a series of events of an unusual format will be organized during December and January, which will combine a football tournament, a race, a snowboard contest, a hockey match and street fitness training. Athletes will be able to share their sports moments on social networks using the hashtag #playrussian.
All content will also be published on an interactive platform. playrussian.nike.comwhere viewers can decide how “normal” or “Russian” the photo or video looks.