Play New is more than a tagline, it’s a new ethos and behavior for Nike. For the 2021 brand campaign, we celebrated new icons and disruptors like sprinter Dina Asher-Smith and WNBA player Sabrina Ionescu who are changing the future of sport for the next generation.

Play New’s look and feel is graphic, big, bold, and powerful. The eye-catching look-and-feel was designed to take up space. We helped first define how this graphic language would appear across Nike’s digital ecosystem, and then applied that system throughout Dina and Sabrina’s stories.

The result was an attention-grabbing campaign with editorial stories speaking not only how sport changed these elite athletes, but how they are pushing that change forward for the next generation. These stories cascadwed down from two key films throughout the digital ecosystem for a complete Online to Offline experience. Placements ranged from Nike.com, the Nike App, Social, Retail, Email, as well as Paid Audio.

Agency: R/GA
Role: Design Director
Client: Nike

Creative Partners:

Ruth Ossai, Director + Photographer
Sophie Jones, Second Shooter
Anita Abayomi, Writer + Interviewer
Dana Boulous, Director + Photographer
Yasmin Diba, Second Shooter
Jordan Ligons, Writer + Interviewer

Creative Team

Daan van Dam, CD
Robyn Tenenbaum, CD
Bridget Hildebrandt, ACD
Genevieve Hudson, Sr Copywriter
Sara Falardeau, Sr Copywriter
Emma Ziesemer, Copywriter
Andres Silvabello, Sr Designer
Vivian Kim, Sr Desginer
Paz Roberts, Designer
Karli Pedersen, Designer