‘You’re It’ Becomes a Rallying Cry for Kids to Push Their Limits in Nike’s New Anthem

Wieden + Kennedy Amsterdam launches first Nike Kids work

In W+K Amsterdam's first spot for Nike Kids, empowering energy flows from one young athlete to the next. Nike
Headshot of David Griner

In the traditional game of tag, being “it” usually isn’t a positive, since it turns you into a sort of infection vector looking to get rid of the burden as fast as possible. But perhaps there’s another way to picture being “it”: as an empowered seeker around whom all action is centered.

Nike’s new spot “You’re It”—the first for Nike Kids from agency Wieden + Kennedy Amsterdam—brings the brand’s high-adrenaline and visually fluid approach to a younger demographic.

The ad spans the globe, showing kids embracing their power and potential at activities ranging from tennis and soccer to skateboarding and dance.

The spot is reminiscent of several other Nike spots in recent years. While it’s no surprise the ad captures some of the energy from 2017’s “What Are Girls Made Of?”, which was also created by W+K Amsterdam, it’s perhaps most similar in style and genre-blurring visual approach to “Nothing Beats a Londoner” from W+K London. While that spot was specific to one city, its pulsating and constantly shifting leaps among different activities seemed to set the playbook for what we see in “You’re It.”

You can check out those earlier spots below, followed by the credits for the new work:


Agency: Wieden + Kennedy Amsterdam
Executive Creative Director: Eric Quennoy, Mark Bernath
Creative Director: Craig Williams, Evgeny Primachenko
Art Director: Guney Soykan
Copywriter: Mohamed Diaa, Tyler Andre
Head of Broadcast Production: Joe Togneri
Broadcast Producer: Tony Stearns, Cory Chonko
Senior Interactive Producer: Alex Smith
Group Account Director: Kathryn Addo
Account Director: Franky Wardell
Account Manager: Margot Paquien, Fulvio Itagiba
Head of Planning: Martin Weigel
Planning Director: Reid Schilperoort
Planner: Alex Janneau
Head of Comms & Digital Strategy: Danielle Pak
Comms Planning Director: Elsa Stahura
Head of Design: Joe Burrin
Studio Director: Lizzie Murray
Designer: Gustav von Platen, Dean Pauley, Soren Danielsen, Leeza Pritychenko, Lewis Beedham
Project Manager: Caroline Kosse
Business Affairs: Michael Graves, Fiona Fan

Production: Riff Raff
Director: David Wilson
Director of Photography: Monika Lenczewska
1st AD: Chris Kelly
Casting: Sophie North / Isobel Mascarenhas-Whitman
Production Designer: Alison Dominitz
Stylist: Ameena Callender
Producer: Cathy Hood
Executive Producer: Matthew Fone
Production Manager: Stuart Butterworth

Editing: Final Cut
Editor: Joe Guest

Audio Post: Grand Central
Sound Designer/Mixer: Raj Sehgal

Artist / Title: Zanillya X Humphrey Dennis, “You’re It”
Music Company: Leland Music

Postproduction: MPC
VFX Lead: Kamen Markov
Motion Design Lead: James McIver
CG Lead: Andy Steele
Colourist: Phil Hambi
Producer: Ryan Hancocks
2D Artist: Tom Harding
2D Artist: Josh Parks
2D Artist: George Brunt
Motion Design: Adam Roche
Motion Design: Manuel Sepulveda
Motion Design: Donal o Keeffe
Motion Design: Daphne Westelynck
Motion Design: Kerim Camdzic
Motion Design: Stef Peral
CG: Tushar Kewlani
CG: Alessandro Granella
CG: Lewis Orton

@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."