NEW YORK This week Nike pushes forth with what it is calling the largest campaign in the brand’s history. Based around the Olympics in Beijing, Nike will debut a new global spot called “Courage,” continue to promote the Nike Hyperdunk shoe and launch the “Human Race” event.
The new TV spot breaks first in Asia and Latin America. It will air in the U.S. on Aug. 8. The ad celebrates the 20th anniversary of the “Just do it” campaign by showing a collage of inspirational sports imagery. Michael Jordan kissing his National Basketball Association championship trophy and Lance Armstrong defeating cancer are among the 30-plus different athletes from 17 different countries that appear. The Killers’ “All These Things That I’ve Done” serves as the soundtrack.
Consumers can then go to Nike.com/courage to freeze the many moments in the spot, read narrative about why they were important and add their own comments. Independent Wieden + Kennedy, Portland, Ore., handles.