NIKE U.S. FOOTBALL | "THE FUTURE IS FAST"

In recent years, Nike Football was continuing to make huge gains in establishing its identity as the fastest brand in football. The world needed to know that Nike Football was all about speed and Nike was consistently telling them. While consumers attributed speed as a position that Nike Football owned, that did not prevent the competition from trying to invade on the speed territory. Speed had always been Nike Football's calling card, but speed was quickly becoming everyone’s calling card. This presented a big problem for Nike Football as our consumer began to question who was the fastest brand in football. To solve this problem, we need to really resonate with our consumer and speak to them about speed in a way no other brand was or could.  

Thinking a bit differently, we aimed to elevate speed beyond just its benefits and turn speed into more of an experience of being the fastest player on the field. Instead of using a plethora of NFL athletes doing sprints and drills as fast as they could, we wanted to empower our audience and use them as the muse for speed. While players like Adrian Peterson and Russell Wilson exemplify speed, many of the young players of tomorrow not only had the speed, but the confidence of a seasoned vet. With this campaign, we wanted to unleash this speed and the confidence speed gave these youngsters by issuing a warning to the world. In a voice that was genuinely Nike, we put the speed and confidence of these kids on center stage in the middle of the action. Using a declaration that claimed speed as Nike’s lone territory, our kids let the competition know that the future is fast and they best keep up.