Ad Nut
Oct 1, 2020

Nike’s first esports ad launches gamers into training hell

Wieden+Kennedy takes training camp to the ‘next level’ in stylish video game-inspired film.

Most people don’t like to be told to work out. So W+K Shanghai’s creative director Jeff Fang and his team set out to conceptualise a film that would encourage gamers to train their bodies and minds without coming across as preachy.

“Gamers are incredibly competitive. Top players put in 16-hour days, six days a week—which can take a massive toll on their body. We believe strengthening their bodies and minds can help take their game to the next level,” said Fang.

“It’s not just about strengthening the body. Both sport and working out build mental strength too. The same discipline that helps you grind out a 10k can help you grind out a marathon gaming session.”

Enter Camp Next Level. An intense gamer training camp where LPL legend UZI and his workout guru NXT push gamers to reach their full potential with a series of arduous workouts. The result is quick cuts of slapstick scenes and silly visual effects. Ad Nut thinks it’s a lot of fun.

Nike’s place in the esports world may still be fuzzy, but the brand has always been steadfast about its stance that “if you have a body, you are an athlete”. Some might argue that Nike jostling its way into the gaming world is a stretch, but Ad Nut thinks this is definitely one of the better brand efforts in the category of 'keeping up with millennials and Gen Zs'.



Steve Tsoi - Vice President of Marketing, Nike Greater China Simon Lee - Senior Creative Director, Nike Greater China
Che Lin - Senior Brand Communications Director, Nike Greater China
Jimmy Chen - Brand Communications Strategist, Nike Greater China Diana Tang - Art Director, Nike Greater China
JT Griffith – Music Licensing Manager
Ryan Luo - Designer, Nike Greater China

W+K Shanghai 

Ian Toombs, Vivian Yong - Executive Creative Director
Jeff Fang, Matt Meszaros - Creative Director
Gem Xu / Jing Qiu, Josh King - Copywriter / Art Director
Raymond Lau - Producer
Chuck Xu, Xueer Ren, Elaine Weng - Account Team Member(s)
Renee Zhang - Head of Strategy Planning
Chris Kirkup - Senior Planner
Bart An - Junior Planner
Jessica Deng - Business Affairs


Production Company - Loft Films
Director - Adam Lau 
DP - Allen Lv
Executive Producer - Geok Lem
VFX Company - MPC

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


Related Articles

Just Published

11 hours ago

Tech Bites: Week of May 16, 2022

News from Alipay, Klook, AnyMind, Dataxis, Mediabrands, Dable, Joy Spreader and more. Plus, Grab announces its first-quarter 2022 results, in our weekly roundup of tech and media news.

11 hours ago

Campaign Crash Course: Understanding attention-based...

In this lesson, Kevin Smyth from Playground XYZ explains how marketers can use modern attention-based metrics to measure retention.

12 hours ago

What does a social media platform for seniors look ...

A new social media network aimed at seniors called Club is a 'no-judgement platform' that allows its target audience to connect and create a sense of purpose.

16 hours ago

Interpublic Group names Channing Martin global ...

Martin will lead strategy on all diversity-related matters and expand the company’s equity and inclusion practices.