Nike Australia aims to fire up competitive spirit with new campaign
Nike Australia aims to reawaken the country’s sporting and athletic spirit in a new national brand campaign.
Nike Australia has launched its first local brand campaign in years
The 'No Turning Back' campaign aims to challenge young Australian’s negative perceptions of sports and help them embrace the brand’s Just Do It attitude.
Nike wants Aussies to compete like there’s nothing to lose after research revealed the pressures that kids experience when playing sports.
Brant Hirst, Nike marketing director, said: “Historically, competition was always just as important as winning. It’s what made Australia the most successful underdog-sporting nation. Nike’s ‘No Turning Back’ campaign was developed to awaken the naturally competitive spirit that lies at the heart of every Australian young athlete and inspire them to play like they have nothing to lose.”
Nike has enlisted Aussie athletes and sports stars including tennis player Nick Kyrgios, athlete Genevieve LaCaze, footballer Tom Rogic and NRL players James Tedesco and Cameron Smith.
The campaign, which includes TV, OOH, digital, in-store, PR and experiential events, launches this week with activity around sporting events such as the Socceroos v Brazil football match in Melbourne and the NRL State of Origin.
The campaign was created by Wieden+Kennedy, Portland and shot in locations across Australia.
