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Nike x DSG - Play Like You Own It
Play Like You Own It - Extended Cut
Location
Los Angeles, Houston, New York, Chicago
Date
2018
Project type
TVC / Media / PR / Experiential / Digital
Remember when sports were fun for kids? Before the pressure to perform, to achieve national rankings, to secure that scholarship, overshadowed the very core of sports - to enjoy it? We wanted to encourage kids to take back sport for the fun of it. Not just by playing the game, but by playing WITH IT. Breaking it. Hacking it. Changing it. Turning the game into their own game. In short, playing like they own it.
PLYOI was the largest joint campaign between Nike and an account in over a decade and surpassed media metric benchmarks in just the first week. Bringing it to life included a national TVC, in partnership with W+K Portland, athlete management and marketing, PR campaign and outreach, digital site takeovers, experiential activations in key markets including LA, HOU, CHI, and NYC.
The spot, and accompanying activations included athlete integration from 5 categories, 1 high school Football takeover experience, 4 full store build outs, and 2 store level experiences.
