Creativity

Nike and Dick's Sporting Goods push young athletes to break all the rules

Pros train by having fun in short film from Wieden & Kennedy

By I-Hsien Sherwood. Published on Jul 13, 2018

Editor's Pick

For hundreds of years, kids played sports without painted lines, trimmed fields or standardized equipment. Games were about play, not work or scholarships or careers. The stakes were low, and sometimes the rules were made up or changed mid-race, or new games started before old ones ended.

A new short film for Nike and Dick's Sporting Goods from Wieden & Kennedy Portland seeks to recapture that lost magic with an energetic, inspiring montage of sports taken to extreme or absurd lengths. The spot features several young pro athletes: CiCi Bellis takes on three tennis ball machines on a single court, Houston Texans quarterback Deshaun Watson fires passes through a tire propped on the back of a moving pickup truck and Washington Spirit forward Mallory Pugh practices penalty kicks on a rooftop soccer field--with a goal in another building.

Other kids make up their own challenges, whether grabbing a flag off the back of an ATV or catching golf balls with baseball mitts. Some of the tasks are traditional training exercises. A lacrosse team plays a scrimmage with eggs and a plastic-wrapped basketball makes a good dribbling test.

The spot is directed by Stacy Wall of Imperial Woodpecker and is running online and in pre-roll at cinemas. It will make its broadcast debut close to ESPN's ESPY awards on July 18.

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Credits

Date
Jul 13, 2018
Client:
Nike/Dick's Sporting Goods
Creative Director:
Chris Groom
Creative Director:
Antony Goldstein
Creative Director:
Ryan O'Rourke
Creative Director:
Alberto Ponte
Copywriter:
Guilherme Souza
Art Director:
Naoki Ga
Creative Manager:
Dona Monroe
Head of Production:
Matt Hunnicutt
Head of Production:
Mike Davidson
Executive Producer:
Molly Tait Tanen
Producer:
Danielle Magee
Associate Producer:
Emily Knight
Business Affairs:
Nestor Gandia
Business Affairs Director:
Amber Lavender
Integrated Traffic Manager:
Maggie Harasyn
Integrated Traffic Supervisor:
Tim Bell
Brand Director:
Luiza Prata Carvalho
Brand Manager:
Erik Wade
Assistant Brand Executive:
William Frazier
Brand Strategy Director:
Nathan Goldberg
Brand Strategist:
Reid Schilperoort
Communications Planning Supervisor:
Ryan Craven
Communications Planning Supervisor:
Geoff Scoones
Media Planner:
Justin Bradley
Production Company:
Imperial Woodpecker
Director:
Stacy Wall
Managing Partner, Executive Producer:
Doug Halbert
Executive Producer:
Charlie Cocuzza
Line Producer:
Anita Wetterstedt
Director, Photography:
Larkin Seiple
Editorial Company:
Work
Editor:
Rich Orrick
Editor:
Ben Jordan
Assistant Editor:
Josh Sasson
Post Producer:
Brandee Probasco
Executive Producer:
Marlo Baird
Visual Effects and Color:
The Mill
Colorist:
Adam Scott
Creative Director:
John Shirley
Executive Producer:
Anastasia Von Rahl
Senior Color Producer:
Liza Kerlin
Senior Visual Effects Producer:
Dan Love
Senior Visual Effects Producer:
Ben Foster
Production Coordinator:
Ade Macalinao
Executive Producer:
Sara Matarazzo
Executive Producer:
Stephanie Pigott
Music Coordinator:
Danielle Soury
Music Company:
Walker Music
Sound Design and Mix Company:
Eleven Sound
Mixer:
Jeff Payne
Assistant Mixer:
Andrew Smith
Producer:
Maddee Bonniot
Executive Producer:
Melissa Elston

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