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Nike launches all action sports ‘Just Do It’ campaign

June 4, 2011

Nike today announced the launch of “The Chosen,” a new global ‘Just Do It’ campaign featuring a pantheon of action sports stars. The centerpiece of the campaign is a film featuring skate legend Paul Rodriguez (P-Rod), Olympic snowboarder Danny Kass, surf prodigies Julian Wilson and Laura Enever. The film was shot all over the world at night and features lighting and pyrotechnics reminiscent of a live rock concert.

Throughout the course of the campaign, Nike will be conducting global grassroots events providing athletes an opportunity to participate in the sports featured in the film.

“The Chosen” campaign also includes a video contest inviting skaters, surfers, BMX riders, snowboarders and skiers to submit a video of their crew in order to be chosen for an opportunity of a lifetime – a chance to travel with the Nike team while getting access to exclusive Nike products and experiences. The contest will run within Facebook where winners will be determined by fan support, Nike and Nike athletes.

“’The Chosen’ represents a new voice for Just Do It, a passing of the torch to the next generation of sports heroes,” said Davide Grasso, Nike’s Vice President of Global Brand Marketing. “This is a defining moment for Nike Action Sports as we evolve this iconic campaign to bring it to new audiences, in new ways around the world.

The campaign will debut globally on Facebook, Thursday, June 2nd at 7 PM EST.  The film will air on TV on Sunday, June 5 during Game 3 of the NBA Finals at 8 PM EST. The 3-D version will air at cinemas nationally over the 4th of July Weekend. The campaign will be seen in 23 markets including the US, China, Brazil, Western Europe and Australia. This is Nike’s first ever ‘Just Do It’ campaign featuring all action athletes, exemplifying its commitment to Action Sports and its elevation as a key growth category.

“It’s amazing that Nike is elevating action sports to the same platform reserved for sports icons like Michael Jordan and Lebron James,” said Nike Pro Skateboarder Paul Rodriguez. “Shooting and skating at night underneath bright lights made it intense, exciting, and fun.”

Created in collaboration with 72andSunny, and directed by renowned cinematographer Lance Acord, the film features an astounding 25 athletes filmed over the course of a year at some of the best action spots in the world, including Whistler, Aspen, Bali, Hawaii, Florida, New York City and Los Angeles. Complementing the film are behind-the-scenes content pieces from each location.

The film features the following Nike Action athletes: Paul Rodriguez, Theotis Beasley, Omar Salazar, Danny Kass, Nicolas Muller, Annie Boulanger, Ellery Hollingsworth, Mason Aguirre, Greg Bretz, Louie Vito, Peetu Piiroinen, Andreas Hatveit, Julian Wilson, Alejo Muniz, Monyca Byrne-Wickey, Michel Bourez, Kolohe Andino, Malia Manuel, Laura Enever, Garrett Reynolds, Dennis Enarson, James Stewart and Ryan Dungey.

The music track for the film entitled “I Got a Thing,” was written by Clarence “Fuzzy” Haskins of the band Funkadelic and performed by Hanni El Khatib. The contest, the film, and behind the scenes videos can all be found at NIKE.COM/CHOSEN.

The contest, the film, and behind the scenes videos can all be found at nike.com/chosen


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