Global – Nike’s You’re It campaign is a rallying cry to young girls to push their performance limits.
The ad by Wieden + Kennedy features high-speed animations and vivid visual effects that transform the protagonists into a supercharged version of themselves. The campaign, which features young female athletes from around the world, positions tagging as a source of power that emboldens kids to reach their full potential in sports like diving, tennis, skateboarding and dance. In a statement, Wieden + Kennedy explained that the campaign is about ‘creating a powerful sisterhood that’s fuelled by movement’.
The tv ad is accompanied by a digital game of tag that invites people to show their sporting skills over Instagram, Snapchat and TikTok, before passing on the challenge to someone else by declaring ‘you’re it’. Visitors to the campaign’s microsite will also find a series of gamified YouTube workouts and online movement rewards in the form of downloadable GIFs.
Fitness brands are creating campaigns specifically targeted at young girls in order to keep them engaged in sport at a time when they might otherwise turn their back on it. As a result a host of new fitness spaces are emerging that are designed with tweens in mind.