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Remembering that all sports started as simple games, Nike is launching a $25 million summer campaign built around the theme “Play.”
The work reflects a softer approach to promoting the brand, said Nike director of brand initiatives Dave Larson. The idea is that a teenager dribbling a basketball and kids playing hide-and-seek at the playground are strutting their stuff just as much as the pros.
In “Tag,” a TV spot that broke last week, a man casually strolls along a busy urban street when he is tagged on the shoulder.
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