How do you highlight a Nike athlete’s road to Rio? Instead of a giant ad campaign, take twenty Rio-bound competitors—from lesser-known up-and-comers all the way to superstars like Kevin Durant and Kobe Bryant. Stalk social media, pore over insider info—generally find out what makes them tick.
Create and design unique experiences based around the things they love—the kind of hyper-specific, hyper-awesome stuff that can only be created with Nike’s big box of toys. Align your ideas to the before, during and after of going to the Rio Olympics. Wind it up, let it go and make sure what you created is so good the athlete wants to share it on their own accord. Watch social media go nuts—and reach a whole lot more eyes than an ad buy.