Nike inspires a winter of sport with ‘Play Russian’ Just Do It campaign

nike play russian

(From The Drum) Nike has unveiled the latest interpretation of its iconic “Just Do It” campaign created in partnership with Wieden+Kennedy Amsterdam.

Made for the Russian market, the campaign – aptly named “Play Russian” – portrays the harsh Russian winter and celebrates the athletes that are out moving despite the temperature in a bid to inspire movement in the streets of Moscow and around the country, building momentum around a Winter of Sport.

Showing the world how to embrace sport and “Play Russian,” local athletes take centre stage in the campaign which features ice hockey player Alexander Ovechkin; long jumper Darya Klishina; footballer Alexander Kokorin; snowboarder Denis Leontyev; skateboarder Egor Kaldikov; and figure skater Adelina Sotnikova.

“Sport can be enjoyed in all elements, and the Russian winter is no exception,” said Massimo Giunco, Nike Russia brand marketing director. “In this new campaign, we’re challenging young athletes to show us that they can embrace winter as their playground. We already know they are fearless, but we want to see how they can defy normal and Play Russian. This is their moment to show the world that they can Just Do It like only Russians can.”

Throughout December and January a series of events centred on running, football, snowboarding and ice hockey will take place to enable young Russians to #playrussian. Supporting digital activity will see users capturing and sharing their sporting moments using the #playrussian hashtag.

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