Nike and Dick's: Play Like You Own It by Wieden+Kennedy

Clients: Nike , Dick's
Date: Jul 2018
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The latest spot from Nike and Dick’s Sporting Goods by Wieden+Kennedy, ‘Play Like You Own It,’ shows several different kids taking the reins for their own training, going to the limits but having fun while doing it. According to a release, the ad shows viewers that somewhere along the line, sport became too specialized and standardized. It stopped being play and became work, and in doing so, lost some of the heart of the very people who make sport great: kids.

Watching the kids take their respective sports back is inspiring and exhilarating. In one scenario, kids in batting helmets and wearing baseball gloves sneak on to a golf driving range and dive and slide in their attempts to catch speeding golf balls. In another, a boy and girl kick a soccer ball through the legs of cows in a tight pen, in an attempt to hone their skills. We also see lacrosse players using eggs rather than balls to sharpen their catching abilities; a soccer player kicking balls from a rooftop field over to a cross-street building; a tennis player hitting against multiple ball cannons; two kids trying to evade squirting fountain blasts with their basketballs; and a football player trying to thread the needle on a pass to a moving truck.

The spot launched today (July 13) and is currently playing pre-roll at cinemas and digitally on Nike and DSG channels as well as athlete handles. The commercial will air on broadcast around the ESPYs on July 18.


Agency: W+K Portland

Creative Directors: Chris Groom & Antony Goldstein, Ryan O’Rourke & Alberto Ponte

Copywriter: Guilherme Souza

Art Director: Naoki Ga

Creative Manager: Dona Monroe

Integrated Production

Head of Production: Matt Hunnicutt & Mike Davidson

Executive Producer: Molly Tait Tanen

Producer: Danielle Magee

Associate Producer: Emily Knight

Business Affairs: Nestor Gandia

Director of Business Affairs: Amber Lavender

Integrated Traffic Manager : Maggie Harasyn

Integrated Traffic Supervisor: Tim Bell

Account Team

Group Brand Director: Vanessa Miller

Brand Director: Luiza Prata Carvalho

Brand Manager: Erik Wade

Asst. Brand Executive: William Frazier


Global Group Strategy Director: Andy Lindblade

Brand Strategy Director: Nathan Goldberg

Brand Strategist: Reid Schilperoort


North America Media Director: Reme DeBisschop

Communications Planning Supervisor: Ryan Craven

Communications Planning Supervisor: Geoff Scoones

Media Planner: Justin Bradley

W+K Studios

Studio Designer: Chris Streger

Creative Manager: Dona Monroe


Company: Imperial Woodpecker

Director: Stacy Wall

Managing Partner, Executive Producer: Doug Halbert

Executive Producer: Charlie Cocuzza

Line Producer: Anita Wetterstedt

Director of Photography: Larkin Seiple


Company: Work Editorial

Editor: Rich Orrick, Ben Jordan

Assistant Editor: Josh Sasson

Post Producer: Brandee Probasco

Executive Producer: Marlo Baird

VFX & Color

Company: The Mill

Colorist: Adam Scott

Creative Director: John Shirley

Executive Producer: Anastasia von Rahl

Senior Color Producer: Liza Kerlin

VFX Senior Producer: Dan Love

VFX Senior Producer: Ben Foster

Production Coordinator: Ade Macalinao

Music Company: Walker Music

Executive Producer: Sara Matarazzo, Stephanie Pigott

Music Coordinator: Danielle Soury

Sound Design and Mix

Company: Eleven Sound

Mixer: Jeff Payne

Assistant Mixer: Andrew Smith

Producer: Maddee Bonniot

Executive Producer: Melissa Elston