Viral Now: The long and short of Nike

By Sohini Sen , afaqs!, Mumbai | In Digital | July 17, 2015
The sports shoes and apparels brand has come up with a campaign featuring cameos by multiple sports stars.

How can someone's height ever come in the way of having fun? That's what Nike's new film establishes, in a star-studded video which focusses on summer activities for the young.

The film, 'Short a guy', features a short guy (a kid) who is asked to help out famous sports stars because they are 'short of one guy'. He is asked to play stickball with major league baseball MVP Mike Trout and then soccer with Mia Hamm, before catching passes from Colts superstar Andrew Luck and dunking some balls with NBA star Anthony Davis. The video, which stars a host of Nike ambassadors, including Garrett Richards, Misty May-Treanor, Miles and Lyle Thompson, is an attempt to remind youngsters that summers are the time to get out and play. And when someone wants to play - no matter which sport - Nike is always going to be there to back them up.

This video comes soon after Nike's 'Find Your Fast' campaign which also went viral on YouTube. However, while the current video is a brand film and tries to promote sports and fitness, the 'Find Your Fast' film was to mark the launch of Nike's Zoom Air shoes. It also had sports stars such as Rafael Nadal, Serena Williams, Kobe Bryant, Wayne Rooney, Richard Sherman, Odell Beckham Jr., Marcus Mariota, Mo Farah, Allyson Felix, Dion Phaneuf, Katarina Johnson-Thompson, Shelly-Ann Fraser-Pryce and Shane O'Neill in the video.

This video has been directed by Stacy Wall via Imperial Woodpecker and edited by Rick Orrick. Wieden + Kennedy, Portland, is behind the creative execution of the campaign.

The film was uploaded on YouTube on July 13, 2015. So far, the video has already received around 1.4 million views on the video sharing platform.

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