Having worked at Wieden + Kennedy for over 5 years, I was assigned to work on the Nike account for several campaigns. Below are some of my favourite ones to have been lucky enough to concept.
Nike had commissioned some research that even though girls and women participate in sports, they would rarely call themselves an athlete or athletic, versus how several men would consider them selves an athlete in only doing sport 1 time a month. We thought this was interesting to build a campaign around women and give voice to the millions of of women and girls who do sports everyday. We celebrated that women can be an athletic and competitive whether they are 7 years old, enjoy knitting sweaters (while also and knocking out teeth) or have never even owned a ball. Reminding us, there's an athlete in all of us, even if your favourite color is pink.
Campaign for Nike Tennis at the US Open. There's a common saying of New York City "that you either love it, or leave it". We took an homage on that slogan and turned it into our campaign theme and had some fun with the personalities and playing style of the players to bring it to life.