Nike 6.0 and The Chosen
Helping Nike Bring About A New Era In Action Sports
On June 2, 2011, Nike’s action sport Just Do It campaign, The Chosen, launched in a truly epic way: The multi-million dollar TV commercial was featured on the Nike.com global home page and driven by a ubiquitous media buy that included airing during NBA Finals, as a trailer in theaters before the summer blockbuster movies, and across Europe, South America, and Asia. During the first 24 hours the video content accumulated 100,000 views on YouTube alone, reaching over 4,000 viewers an hour, and counting (NOT including broadcast TV and theaters). Nemo’s role in this epic campaign was to create the global art direction, photo direction, retail experience, product story visualization, print, and posters. But it goes much deeper. The iconic sports movement actually began 7 years ago with an insight: there is a new generation participating in action sports. Resonating with this audience required building upon the values of the core, and bringing it to a broader audience. Since 2005, Nike has worked with Nemo to create the 6.0 brand. As a strategic and creative partner for Nike 6.0, Nemo’s unrivaled category insights and expertise has been used to set the art direction over 13 seasons, executing over 1200 projects across every media worldwide, helping establish 6.0 as a commercial powerhouse in Nike’s $390M action sports revenue. We are tremendously proud of our work on Nike 6.0. The Chosen is the latest and largest effort that combines the pure energy, creativity and untapped potential of the athletes with storytelling and experiences that are accessible to youth everywhere. Shout-outs to 72andSunny for the video and Instrument for the website.
