It’s been the toughest of times for many, especially those working in retail. To celebrate and honor some of its staff in the U.K., Nike has released a campaign placing a spotlight on some of its team.
The seven spots in the “Ask Our Athletes” campaign position the Nike retail team as athletes in their own right who have a passion and expertise for sports. The series of films, produced by creative agency BMB as its first work for the brand, will be featured across the brand’s social media, in stores, its app and Nike.com.
With an Aug. 11 release date, the aim will be to inform customers as they return to the high streets that they get much more than standard retail service from the sales associates when they attend Nike’s stores.
Those to be featured in the campaign are based in London. The ad spots show their lives in and outside of work as they train and play in their respective sports which, in turn, influences the way they serve customers.
The first two films to be released feature international sprinter Confidence and gym fanatic Sasha. Others will include basketball player Danny, regular exerciser Ede, Taekwondo athlete and sneaker expert Harley, weightlifter Kirsty and soccer player Ben.
“This is the first time we have turned the lens inwards. Our Store Athletes are integral to the business, but they are also amazing humans, with incredible talents and passion,” Ben Hutchings, consumer direct marketing marketplace director for Nike, said in a statement.
“We wanted to work with BMB to draw out that humanity and show that coming to a Nike store means more than just getting served a shoe in the right size. You get personal experience, passion and genuine love of sport too.”
The films will be released through the summer, appearing on the brand’s Snapchat, Instagram and Facebook channels.
“Nike stores aren’t staffed by your average retail worker, they’re staffed by athletes—people who love sport and love the brand, and have extensive knowledge of both,” Matt Lever, chief creative officer of BMB, added. “We wanted to showcase how their passion influences and informs the experience for every customer.”
