Future of Fitness
Nike approached Soursop to try and engage millennial parents around the ‘back to school moment’ in a non-traditional way, encouraging them to lean into the idea of ‘family play through sport’.
Under the ‘Never Done’ global platform, we created a surreal and fun campaign called ‘Never Done Playing’ centred around the idea of ‘finding the magic in the mundane’ through sport.
We rejected traditional back-to-school tropes such as kids in uniform, preferring instead to celebrate the joy of summer by showing families – including Dutch star footballer Virgil van Dijk and his family – transforming mundane, everyday chores into play, and showing how any normal task can be turned into a form of sport.
Virgil Van Dijk is featured with his two daughters for the first time in public, alongside celebrity The Grimwades and a mix of street cast unique families. Our photography and video assets were spread across a full-funnel experience from Nike’s social channels, to apps and within a bespoke retail experience across all of Nike’s flagship European stores.
The results speak for themselves with +48% YoY growth around the 2022 Back to School moment.