For The Crossfit Open Games, Nike Training wanted to flex (literally) in real time to generate conversation on IG around the Nike Metcon and motive athletes. For this global effort, Nike Training partnered with Western European Crossfit athlete Sara Sigmundsdóttir and Mathew Fraser to get in your face and get you Working.
Using the “Stop Exercising. Start Training.” frame work, reactive content was created, taking the workouts posted weekly for 5 weeks and creating assets, having only about an hour or two to concept and execute them before going live.
The initiative was a success, as both followers and conversation grew steadily over the 5 week campaign, as we pushed more than a few athletes to their personal bests.
Writer: Anthony Roberts
Art Director: Stephanie Yun Ju Mitchell
Creative Director: Carren O’Keefe