Chicago has its own hard-nosed attitude, its own culture and manner, and Nike is featuring what makes the city unique, from a sports perspective, in an extension of its ‘Sport Changes Everything’ campaign.
The creative, created by Wieden+Kennedy, spotlights both the pro athletes and cultural influencers that have helped create Chicago’s sport culture: think legends such as Michael Jordan, Scottie Pippin, and the Bears, as well as everyday athletes and community ambassadors that are using sport to better the city and inspire a new generation of athletes.
The anthem film features a hardened Chicago manager at Frank’s Grill in Chicago yelling into the store microphone to get one “Chicago style”. As another employee starts making the signature Chicago dog, the man barks out the features that make Chicago sports great, including pictures of Jordan and the Bulls, the Bears, the White Sox and Cubs, plus Chicago native Anthony Davis, and a slate of local athletes.
The campaign also features three local athlete stories that launched on social and showcase how they can “be what Chicago is famous for,” inspire their community and embody Chicago-style in their own unique ways.
The three athletes are McKinley Nelson, the founder of Project Swish; Ixhelt Gonzalez, a member of the US women’s national wheelchair basketball team; and Monyett Crump, founder of Reveal Dance.
A live activation brings the ‘Chicago Style: Sport Changes Everything’ campaign to the streets.
Nike Chicago created a physical manifestation of the campaign called Nike’s World Famous Chicago Style – a diner with plenty of Chicago attitude.
The location will play host to various events and programs for the community to celebrate the power of sports and be inspired by local stars and community leaders featured in the ad.
Visitors will have the opportunity to participate in various events, including basketball games, dance classes and meet-and-greets. The pop-up runs through 4 November.
See the activation and the films by clicking on the Creative Works box below.