A Nike sustainability initiative called ‘Get ‘Em Back In The Game’ launched in late Spring 2023 to encourage Nike owners to extend the lifespan of their products.
Aimed at emphasising the importance of ongoing action and behavioural change and leveraging existing internal projects such as Nike’s ‘Move To Zero’ carbon commitment and external initiatives such as Earth Day, the campaign is a key part of the sportswear giant’s umbrella strategy and aims to act as a catalyst and a call-for-action to drive long-term change.
Developed in harness with agency R/GA London, ‘Get ‘Em Back In The Game’ offers guidelines and incentives to extend the life of the brand’s products using existing Nike services: including ‘RAD’ (Recycle & Donation), ‘Trash Labs’ and ‘Refurbished’.
The campaign was anchored by a hero film being rolled out from 23 April across EMEA via the Nike.com, app, global Instagram, email and in-store.
The core multi-market spot is supported by individual market assets that promote the specific Nike services available in that region.
Plus, the sports apparel brand and its agency also worked with a team of its existing athlete ambassadors (marathon super star Eliud Kipchoge, world champion skateboarder Sky Brown, plus footballers Lotte Wubben-Moy and Eric Dier)) and the UNKNWN PROJECTS collective to create bespoke social content bringing to life the campaign’s message that ‘before creating more landfill you should Get ‘Em Back In The Game’.
“Giving your old gear new life should be as exciting as the moment you first bought it,” explained R/GA UK SVP Executive Creative Director Nick Pringle. “‘Get ‘Em Back In The Game’ treats old gear with the same reverence as new gear and shows people how easy it is to join the Move to Zero movement”.
The R/GA team that worked on the project with Nike marketers included Executive Creative Director Nick Pringle, Strategy Directors Michael Rekab and Anna Bulman, Business Director Dave Matthews, Account Director Miles Byrd, Producer Juliette Arnaud, Design Director Luke Bright, Designer Mario Cesar, Art Director Jamie Mcintyre, Copywriter Clare Considine, Group Director David Welch, Head Of Production Jack Padgham and Producer Rhianon Taylor.
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An additional strand of the Beaverton-based company’s journey towards zero carbon and zero waste to help protect the future of sport and of the planet.
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