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24/08/2013 by

Possibilities: How Nike Celebrate 25 Years Of ‘Just Do It’

Nike, one of the world’s most famous brands, celebrate their 25th anniversary of ‘Just Do It’ with a stunning new film and campaign called Possibilities.

Nike-possibilities on

This time Nike included NBA star LeBron James, Tennis powerhouse Serena Williams, football player Gerard Pique of and boxing sensation Andre Ward.

The film’s voice-over you might recognize as well? Movie hero Bradley Cooper from The Hangover and one of my favorite movies Limitless.

Finishing my book in 4 days is also one of my dreams..

Possibilities: All The All Stars Unite

The new film, directed by the acclaimed Nicolai Fuglsig inspires people to push their physical limits, by challenging the sporting world’s greatest athletes. See the film here:

YouTube Preview Image

How do you like the new film?

Pretty amazing right?

Mashing-up Just Do It, Nike+ and Fuelband

Most brands would make their mash-up very confusing, but Nike is going for the ultimate 360 experience in brand marketing with Possibilities.

Possibilities: How Nike Celebrate 25 Years Of 'Just Do It'

Possibilities: How Nike Celebrate 25 Years Of 'Just Do It'

Using their Nike+ Running app, which maps users’ runs, distance and calories burned, and FuelBand, budding athletes can judge how they fare against the famous athletes in the film, as well as their friends and other ordinary participants

In August and September people will be challenged to #justdoit – ‘Run The Distance’ will task you and your friends to run a marathon in a week and sporting challenges against Nike stars will also be thrown into the mix, which will be tracked on a live leader board.

For 25 years, we’ve been inspiring people to Just Do It,’ said Davide Grasso, Nike Global Chief Marketing Officer.

‘With “Possibilities” we’re evolving that concept and actually enabling people to realize new heights, work towards new goals, and to physically Just Do It through Nike+.’

My Opinion?
A stunning way of offering a 360 experience brand marketing.

With this campaign ‘Just Do It – Possibilities’ campaign, Nike is really challenging their targets to push their limits and strive to reach new goals with the Nike+ ecosystem.

The brand seamlessly facilitates people to explore their ‘Possibilities’ through activations, including Nike+ Running and NikeFuel challenges.

See, Like, Buy? Nike is closing the loop in marketing. Again.

What About You?
How do you rate this new Nike campaign and approach? Let us know in the comments below.

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About the Author
Igor Beuker was CMO at 3 listed companies, chairman at the IAB, jury member at Webby, AMMA and Esprix awards, founder of 3 digital agencies (sold to WPP) and global chief social officer at Mindshare. Now he is freejack consultant and still a sought after keynote speaker.


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