August saw Nike release a short series of films celebrating the expertise of its in-store staff as the retail behemoth champions a less celebrated kind of sportswear brand ambassador.
The campaign, developed in harness with creative agency BMB, celebrate the talent, experience, expertise and hard work of its shopfloor staff and the aim of the social short film series is to remind viewers that their employees are also ‘top athletes’ in their own right and drive a return to store following the pandemic. ‘Ask our Athletes’ positions Nike store staff as true experts and reminds viewers how much more information and knowledge they’ll get from coming into its physical locations than if they shop online.
The campaign champions seven genuine Nike workers from the company’s London branches and each film explores each employee’s life at work and away from the shop with a focus on their own athletic passions.
The first two 30-second spots feature an international sprinter Confidence and gym enthusiast Sasha, while further films feature a basketball player, taekwondo expert, football player, weightlifter and others.
The videos run across the brand’s own social and online platforms (including Snapchat, Instagram and Facebook), as well as on Nike.com, plus they appear on in-store screens and within the Nike app.
“This is the first time we have turned the lens inwards. Our Store Athletes are integral to the business but they are also amazing humans, with incredible talents and passion,” explained Nike Consumer Direct Marketing Marketplace Director Ben Hutchings. “We wanted to work with BMB to draw out that humanity and show that coming to a Nike store means more than just getting served a shoe in the right size, you get personal experience, passion and genuine love of sport too.”
BMB Chief Creative Officer Matt Lever added: “Nike stores aren’t staffed by your average retail worker, they’re staffed by athletes – people who love sport and love the brand, and have extensive knowledge of both. We wanted to showcase how their passion influences and informs the experience for every customer.”
The campaign was created for Nike by a team at agency BMB which included CCO Matt Lever, Creative Jake Haynes, Head of Strategy Mel Arrow, Strategy Director Alice Chau, Account Director Matt Bonny, Account Manager Lily Gray, Creative Producer Josh Burley, TV Producer Clancie Brennan and Photographer Tom Hull.
The production company was Outsider with Director Tom Day, Producer Jeremy Bannister, Executive Producer Simon Elborne, DOP Miles Ridgway, Post Production Offline Ten Three, Editor Stephen Dunne, Editor Assistant Dave Robinson, Producer Julian Marshall.
The music was composed and produced by Tommy Evans with post production by Alison Wendt, the colourist was Marty McMullan, with Sound Designers James Taylor and Ben Gunstone and VFX handled by Alan Maiden, Jasmine Cooper and Jack Sheldrake.
These ads turn the Nike lens inwards to highlights staff expertise (and athleticism) and seek to drive consumers back to stores for the enhanced physical, knowledgeable in-person experience.