Nike finds sporting glory in everyday chores

US – The latest back-to-school campaign from the sportswear giant taps into the imaginations of children and their Millennial parents, transforming household chores into magical moments of sporting triumph.

Called Never Done Playing, the campaign was developed by creative consultancy Soursop, with spots directed by India Rose Harris and photography by Lucas Garrido. In one, Dutch footballer Virgil Van Dijk drops the gardening to join his daughters for an epic kick-about, while another family turns the laundry room into a makeshift tennis stadium. In another, YouTubers and Channel 5 stars the Grimwade family turn working from home into a full-on dance battle.

Taking a slightly surreal stance, the campaign drops any semblance of seriousness in favour of non-stop fun, seizing on opportunities to escape the mundane through friendly competition with loved ones. In the wake of lockdowns and more time spent at home, Never Done Playing looks to rediscover the joy of family life.

With its focus on imaginative play that sees the world through the eyes of children, the campaign taps into many of the design themes we explored in Pliable Playscapes, where energetic visual storytelling inspires optimism and enthusiasm.