Nike Asks Public to 'Play' in $25 Mil. Effort

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.