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Agency: BMB
Client: Nike
Date: Aug 2021
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This new campaign celebrates the expertise, lives and passions of the people who work inside Nike’s UK stores. Seven short films put the spotlight on Nike’s in-store staff, positioning them as athletes in their own right. The campaign introduces the line ‘Ask our Athletes‘ to emphasise that customers get much more than regular service when stepping inside a Nike store – they get the staff’s personal insights, guidance and enthusiastic dedication to sport.

The campaign celebrates seven Nike Store Athletes from across the brand’s London stores. It shows their lives in and out of store as they tell their stories of how they bring everything they learn from their chosen sports back into the retail arena, where it influences the way they serve customers

The first two ads to launch feature Confidence – an international sprinter; and Sasha – who loves working out in the gym. In other ads in the series, we also hear from Danny, basketball player who follows his coach’s advice to ‘practice’; Ede, who found a love of exercise through lockdown; Harley, who excels in taekwondo and has extensive sneakers knowledge; Kirsty, a keen weightlifter; and Ben who plays football to a high level. BMB worked with Nike in-house stylists to style the films and used extras from London Basketball Association’s local community basketball programme.

The main 30-second film, along with shorter cut downs, will appear in social and online, including Snapchat, Instagram and Facebook, as well as on Nike.com. The films will be released sequentially through the summer, in an always-on media strategy.


Brand: Nike

Campaign Name: Ask our Athletes

Creative Agency: BMB

CCO: Matt Lever

Creative: Jake Haynes

Head of Strategy: Mel Arrow

Strategy Director: Alice Chau

Account Director: Matt Bonny

Account Manager: Lily Gray

Creative Producer: Josh Burley

TV Producer: Clancie Brennan

Photographer: Tom Hull

Production Company: Outsider

Director: Tom Day

Producer: Jeremy Bannister

Exec Producer: Simon Elborne

DOP: Miles Ridgway

Post Production:

Offline: Ten Three

Editor: Stephen Dunne

Editor Assistant: Dave Robinson

Producer: Julian Marshall


Composer/ Producer: Tommy Evans

Online : Bubble TV

Post Producer: Alison Wendt

Colourist: Marty McMullan

Sound Design: James Taylor & Ben Gunstone

VFX: Alan Maiden, Jasmine Cooper, Jack Sheldrake