Nike—
Just Do It Deutschland
Digital Experience & Social Content Campaign
Case film
The Kickstarter for Sport
On November 9, 1989 the Berlin Wall fell to unite Germany. Thirty years on from this memorable moment in history, there are more walls than ever. That’s why Nike set out to celebrate athletes who are breaking down walls, pushing the community forward and leading the way for others. The motto: Du tust es nie nur für dich. (“You never just do it for yourself”).
To turn these words and stories into action, we helped Nike to use digital as a place for the community to engage and become active and created a “kickstarter for sport”.
To enable everyone to break down walls, pro and hobby athletes could pledge their runs and workouts to good causes that would enable a new generation of athletes to make a change.
By using Nike’s broad ecosystem including the Nike Run Club and Nike Training Club apps, we ensure that the entire experience was as seamless and easy as possible.
We also developed innovative technologies that recognized any sporting activity shared through social media and enabled direct donations.
While it is not new for the brand to give back to the community for the first time, this campaign put it in the hands of the people by letting them decide where Nike’s support should go. Nike.com quickly turned into the central hub for all athletes looking to make an impact and share their stories of change. Athletes featured in the campaign further activated the next generation via social and Nike-owned channels, which lead to thousands making a unifying contribution to society through sports.
All initiatives featured in the campaign are currently being realized successfully.