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Nike - Nike Play New Community Challenge

Nike
23/02/2022
Production Company
London, UK
78
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Credits
Brand
Production

Inspiring Nike Members to run like no-one’s watching and join together to smash a 1m km community running challenge. Untold Fable led creative and production on contributor-led content targeting Gen Z, channeling the spirit of the brand’s global Play New campaign, through inclusive, impactful illustrations and articles in the brand’s running app.


Run backwards? Sideways? Nike Play New says, ‘That’s cool, whatever feels good!’ The brand’s global Play New campaign included a different kind of running challenge on the Nike Run Club app. Rather than focusing on being the best or fastest, or being self-consciously obsessed with ‘do I look like a runner?’, the Play New Community Challenge asked Members to run 1m km together – however they wanted. Five minutes or 5km, it’s all progress. Untold Fable was challenged with creating impactful content to get them going. 

To connect with Nike’s Gen Z audience, our content series was led by TikTok and Instagram influencers revealing how they bring the Play New spirit to their run – from dancing, to music to turning it into a computer game. Given that the budget didn’t allow for a shoot, we commissioned Seoul-based illustrator Ya Wen to create unique, impactful, body-positive and inclusive assets to bring the ideas to life. 

Untold Fable led every stage of talent sourcing, development and production, delivering four content moments for the Nike Run Club app and Nike Running. The content was a successful driver – Members collectively completed the challenge two weeks early.

About Untold Fable

We create content by combining a production company, curated network of production talent and technology that gives you more data and manages the process.


Production company

We’ve combined decades of experience in content production and community-based content offerings to shape what we believe is the production company model of the future. We work efficiently, making high-quality, digital-first audio and video content.


Network of talent

Our ever-growing network has the best production talent from around the world. It’s curated by us and proudly open to all. That means we can offer clients unique access to truly diverse perspectives and skillsets, anywhere.


Technology

Our platform gives clients new levels of transparency throughout the production process. Richer data means they can make more informed decisions when casting talent, helping them align with their own business’s diversity journey.


On demand

Uniquely, being part of AFG means Untold Fable offers clients expert strategic and creative services on demand. This means only the time needed is built into a production project.



All production talent are welcome to join our global network. If you’re a brand and like the idea of working differently and purposefully, we’d love to hear from you.