Marketing

Remaining Chapter of Nike’s ‘You Can’t Cease Us’ Marketing campaign Motivates Folks to Transfer

remaining-chapter-of-nikes-you-cant-cease-us-marketing-campaign-motivates-folks-to-transfer

Back in March, before we knew we’d be isolated for 10 months, Nike gave us the inspiration to train at home with its “You Can’t Stop Us” campaign. The spot encouraged people to play inside and provided tools to help people move while distancing, even if it was in their living rooms.

As 2020 comes to a close, so does a campaign that kept urging us to stay active throughout the year. LeBron James, the victorious L.A. Lakers, Megan Rapinoe (who narrated the amazingly edited split-screen ad), Serena Williams, women swimmers in the Middle East, and many unsung athletes were featured in the campaign.

The last chapter, from agency AKQA, focuses on how an athlete’s mindset can help achieve any goal they set. Like with past spots in the series, the video features both professional and amateur athletes pushing themselves to the limit. As a voiceover states, “behind everything we do is a why,” athletes are shown training and competing at the highest levels. Naomi Osaka smashes tennis balls, footballer Marcus Rashford scores a glorious goal, and Kevin Durant hoists trophies and slams dunks.

Additional athletes featured are swimmer Simone Manuel, skateboarder Leo Baker, runner Caster Semenya and fencer Ibtihaj Muhammad. Other unnamed competitors join the fray, including disabled and youth athletes, to prove that everyone can be inspired to move.

As 2021 begins, Nike looks to continue its strong digital presence, including Nike Training Club, YouTube workouts, the Nike apps and social content. New content will include insights and motivation from elite athletes, new yoga and HIIT workouts, audio-guided runs and episodes of Nike’s podcast “Trained.”

From January to October 2020, over 375 million workouts were logged across the Nike Training Club and Nike Running Club apps, up 83% from the same period in 2019. In November, more than half of Nike members started a new workout with the brand, representing a new record. 

CREDITS:

Executive Creative Director: Johnny Budden

Associate Creative Director: Joseph Davies

Art Director: Calum Torbett

Creative: Fraser Cheetham

Copywriter: Felipe Duarte

Designer: Maggie Yu

Strategy Director: Yazminca Woodward

Associate Creative Strategist: Pippo Khalwa

Senior Project Manager: Katie Houghton

Executive Producer: Dustin Freeman

Associate Programme Director: Krista Durchman

Group Account Directors: Alex Aidan, Sarah Cunningham

EDITORIAL 

Company: Cosmo Street/Trim

Editor: Tom Lindsay

Assistant Editors: Jacques Simon, Andrew Corrales

Senior Producer: Chelsea Spensley

Head of Production: Marie Mangahas

Executive Producer: Yvette Cobarrubias

COLOR

Color Company: Apache

Digital Intermediate Colorist: Steve Rodriguez

Color Assistant: Chris Lam

Apache Producer: Stefanie Schaldenbrand

Apache Executive Producer: LaRue Anderson

ORIGINAL MUSIC 

Music Studio: CAYA 

Executive Creative Director: Ben Einziger

Executive Producer: Kiki Einziger

SOUND DESIGN / MIX

Sound Design Company: Lime

Sound Engineer: Peter Lapinski

Sound Designer: Peter Lapinski

Executive Producer: Susie Boyajan

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Jeffrey Rabinowitz