Nike Digital Sport


In 2012, we launched the Nike+ Fuelband, Nike’s most innovative product to date. The Nike+ FuelBand tracks all-day movement using NikeFuel — the universal way to measure movement for all kinds of activities. In a global 360º campaign, Nike’s greatest athletes challenged the world to #MakeItCount.

2012 promised to be one of the great years in sport. Throughout the year, athletes around the world in some of sport’s greatest arenas delivered career-defining moments. To inspire themselves, each other and every athlete at every level, Nike and some of the greatest athletes challenged you to bring your best, and then better it, in 2012. They asked the world on New Year’s Eve: ‘How will you #makeitcount’

Nike and 87 athletes tweeted their pledge for 2012 and inspired their followers to do the same. Over 130,000 responded, and Nike replied with tweets of support and personalised video messages, forming a relationship to help them fulfill their pledges. Over 60 community managers from across the Nike brand were brought together to form a social command centre, harnessing a full spectrum of sporting expertise to listen, respond and inspire.

When we asked the world ‘How will you #makeitcount in 2012?’ Nearly half a million people answered the call. The most impressive Tweets and Instagram pics were integrated in real time into a range of digital displays – the Fuelstream. What started as a web hub grew into a 2-floor wall at NikeTown NY, digital installations in Times Square and London’s Boxpark – and a 96ft x 12ft LED wall at SXSW.

Design Lead

Agency – AKQA
Group Creative Direction – Masaya Nakade
Creative – Nick Bastian
Creative – Guy Bingley
Film – Wieden + Kennedy
Photography – Adam Hinton

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