Nike Digital Sport


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 fulfil 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.

Design Lead, Strategy

Agency – AKQA
Creative Director – Masaya Nakade
Art Direction – Nick Bastian
Lead Copy – Guy Bingley
TVC – Wieden + Kennedy
Photography – Adam Hinton