Nike’s Journey through time: Have we Seen it all?
For half a century, Nike has been shaping the world of sport, celebrating its half-centennial by reflecting on its achievements and looking forward to future glory. What intrigues the creativity is the overall message of the campaign ‘Seen It All’ is to celebrate ‘the strength of Nike’s past and the promise of its future.’ Alongside granting unprecedented access to the Department of Nike Archives, Nike collaborated with Spike Lee to create a film showcasing the brand’s impact on sporting history.
The Film
In this piece of Digital Content, Spike Lee reprises his famous role as Mars Blackmon, enthusiastically recalling the iconic faces and sporting events he has witnessed in the past 50 years. His young chess partner, Zimmie (portrayed by Indigo Hubbard-Salk), excitedly tells him about the future athletes and great sporting moments that we’re yet to witness. And the one thing the athletes all have in common? “YO, it’s gotta be the shoes!!!” becomes the common thread among these remarkable athletes.
As the discussion concludes, Zimmie playfully challenges Mars, “Look OG, no disrespect, I know you think you’ve seen everything, but you ain’t seen nothing yet. Checkmate!”. The short film features over 40 legendary Nike athletes from the past half-century, highlighting the brand’s dedication to expanding sports for the new generation. From Tiger Woods to Mia Hamm, LeBron James to Serena Williams, Cristiano Ronaldo to Sabrina Ionescu, every moment from the first 50 years is portrayed as just the beginning.
The DNA
The video’s description emphasizes that Nike’s journey is not only a spectacle to behold but also an invitation for the audience to trust and be a part of the brand’s ongoing legacy. But the film wasn’t all, Nike uncovered iconic artifacts and exclusive content from the Department of Nike Archives (DNA) through a variety of digital storytelling through Social Media platforms like Instagram, Youtube, and physical retail experiences. Member-exclusive products were made available via the Nike App. This additional DNA content added a feeling of exclusivity that every sporting and Nike fan loved and almost acted as a reward for those who are loyal to the brand.
In the end,
There’s so much to love about this campaign I don’t really know where to start! The short film captures the essence of Gen Z with its fast-paced, fun, and poignant storytelling. The feature of well-known sporting stars (and, of course, Spike Lee) is also a great pull, leaving plenty of room for high social engagement. The additional DNA content worked very well as the cherry on top, giving ‘Seen It All’ a roaring engagement and success.
