Nike Kids: Just Try It

PITCH WORK // CONCEPTION, ART DIRECTION, & DESIGN

70% OF KIDS QUIT SPORTS BY THE AGE OF 13.

Read that again. Seventy Percent. Sports psychologists have warned us that early specialization is causing kids to burn out and quit sports entirely. So we challenged Nike, as the most prominent voice in youth athletics, to do something about it.

establishing a subrand

LAUNCHING IT TO THE WORLD

Overnight, every Nike ad that showed a child would suddenly say “Just Try It.”

Each piece of advertising featured a different “Just Try It” logo, to show how there’s no right or wrong way to try as trying is unique to each of us.

We designed lenticular billboards that adults see one way and kids see another.

video launch - Portraits of trial

CONTINUING THE CONVERSATION

To accompany the OOH launch, we created newspaper ads that would give you one message when read forward, then another when read backwards.

MAKING IT INTERACTIVE

We designed a program for kids to put our money where our mouth is – The TryAthletes.

We wrote a pledge for kids that encouraged them to try, and an insole that reminded them to keep their promise.

We made trying cool with an app that encourages experimentation across all sports.

Before you can do, you have to try.

Agency: 22squared
CCO: Matt O’Rourke
CD: Mindy Adams
AD: Lucy Orr
CW: Emma Murphy

Disclaimer: All images are FPO and not intended for commercial work