Nike Japan presents Nike.com as hub for sporting interaction

Client: Nike

Agency: Wieden + Kennedy Tokyo

Market: Japan

Campaign scope: Online, TVC

Details: The TV spot announcing the launch of Nike.com's initiative is entitled ‘Loop’ and features a female runner, dressed in Nike Free 3.0 Flyknit shoes, who pushes the limits of her ability by running on a looping circuit that is ultimately revealed as spelling out ‘Nike.com’. The idea is to communicate that Nike.com is “where sport starts”, according to a statement from Wieden + Kennedy.

The spot was directed by the acclaimed director Eiji Tanigawa, who was also responsible for Suntory’s recent “Glassical Concert”.

According to the statement, Nike positions Nike.com as the ultimate hub for people to search, find, support and share their performances. A second promotional TVC will launch later this month.

Press release quotes: Adam Koppel, creative director, Wieden + Kennedy Tokyo: “It’s exciting to think of a website as more than just a combination of services and products, but as inspiration to be a better athlete. Put all the digital pieces together and you can inspire real-world performances. We look forward to seeing where this campaign can go in the future.”

Campaign Asia-Pacific’s comments: Nike is a master of short, striking pieces of film, and this piece continues that legacy. Some might argue that it doesn’t count as storytelling, to which we would argue that not everything has to.

CREDITS

Project name: Nike.com
Clients: Go Wakimoto, Midori Watanabe, So Maruyama
Agency: Wieden + Kennedy Tokyo
ECDs: Mike Farr, Tota Hasegawa
CD: Adam Koppel
AD: Yohei Adachi
Copywriter: Hiroki Ishiyama
Designer: Ayano Takase
Planner: Greg White
Translator: Toshiko Iida
Agency producer: Kenji Tanaka
Agency assistant producer: Masataka Odaka
Account director: Ryan Johnson
Account supervisor: Tatsuya Horikoshi
Assistant account executive: Casey Yoneyama

Production company: Kichi Inc/Robot Inc
Director: Eiji Tanigawa
Producers: Satoshi Takahashi, Fumikazu Matsubara
Production managers: Keita Suwa, Daichi Tanaka
Director of photography: Yoshitaka Murakami
Gaffer: Shinichi Miyaki
AD: Masahiro Ishii
Grip: Ryota Ide
Stylist: Naoki Yamada
Hair/make-up: Toshihiko Shingu

Editorial company/post production company: Cutters Tokyo
Editorial & post production producer: Megumi Irino
Editor: Aika Miyake
Online artist: Yu Yasuda
Colorist: Ben Conkey
VFX company: Taiyo Kikaku

VFX artist/CG director: Toru Hayai
Music company: Audio Force
Drummer: Satnam Ramgotra
Mixer: Daniel Lovell
Cast: Rika Ogawa