Nike has launched a new year-long global campaign titled “Play New,” encouraging people to discover sport in new ways.
The campaign launches with a film that features elite athletes trying their hand at new sports. Sabrina Ionescu, star of the WNBA’s New York Liberty, takes to the tennis court, while Dina Asher-Smith, the fastest British 100m and 200m female sprinter in recorded history, gives golf a shot. Blake Leeper, eight-time Paralympic Track and Field international medalist, attempts to hit some zingers at the batting cage. Spanish recording artist Rosalía, who shared a look at her Air Force 1 “Espadrille” earlier this year, is also featured in the film, seen trying out archery for the first time.
Expect multiple chapters of inspiring Play New content and experiences from Nike throughout the rest of the year. This includes Play New-themed AR Lenses on Snapchat, a Play New series on Nike’s TikTok channel, and other various content through Nike’s digital ecosystem and social channels.
Check out Nike’s “Play New” campaign film above and click here to read more about the importance of play from Melanie Auguste, Nike’s VP of Global Brand Marketing.