Insight: Innovation is athletic
For the 2008 Summer Olympics, Nike created a unique shoe for every competition that it was involved in. The amount of innovation coincided with all eyes in the world turned towards Beijing. The future of sport was at hand. While there were larger global Olympic campaigns taking place, our worked focused on the innovation that Nike had created. We highlighted different technologies that they had invented. We told why it mattered. And what started out as a simple print campaign then unfolded into a series of films that were put under the Nikelab umbrella.
W+K Tokyo / Writer / Director