Nike Australia has tailored a new campaign for the market, calling on youth to play like there is 'No Turning Back'.
The ‘No Turning Back’ campaign rolled out nationwide during the State of Origin broadcast, supported by experiential events, digital, in-store, OOH and PR.
The TVC films have been complimented by large-scale OOH formats across Australia, including the Glebe Sydney silos.
Four TVC spots hero the campaign, which places athletes in unusual ‘No Turning Back’ situations.
In the one of the ads, a young girl handcuffs herself to athlete Genevieve LaCaze in order to keep the pace in a race.
In another, NRL player James Tedesco purposefully touches a priceless work of art, giving him no way but to dodge his way out of the museum.
Among the other Australian sporting heroes to feature in the campaign is tennis star Nick Kyrgios, NRL hero Cameron Smith and footballer Tom Rogic.
Creatively led by Wieden+Kennedy, Portland- USA, the campaign was in development more than a year and shot in various locations throughout Australia.
Nike marketing director Brant Hirst said the campaign is in line with brand values.
“Historically, competition was always just as important as winning.
"It’s what made Australia the most successful underdog-sporting nation.
"Nike’s ‘No Turning Back’ campaign was developed to awaken the naturally competitive spirit that lies at the heart of every Australian young athlete and inspire them to play like they have nothing to lose”.
Research conducted with 50 Australian sporting industry experts, professional and amateur athletes and young people uncovered the pressures Australian kids experience in sport.
‘No Turning Back’ has been designed to challenge Australians to change their current perceptions of sport, and reawaken their love for competing.