Idea
At the end of 2020, a year that stopped us from moving, Nike and AKQA partnered to help athletes unearth and tap into the true reasons that motivate us – our whys – for the year ahead.
Ushering in an era of fitness that goes beyond pounds, inches and workouts, people were encouraged to consider not fitness goals, but ultimate purposes for moving.
The whys of professional athletes including, Naomi Osaka, Marcus Rashford, Kevin Durant, Sabrina Ionescu, Simone Manuel, Leo Baker, Caster Semenya, and Ibithaj Muhammad, Nike master trainers, and everyday athletes were shared in a film across Nike’s global channels, North American broadcast and out of home placements in New York City and Los Angeles.
Nike inspired with the power of having a why, then guided people to find theirs through a how-to guide.
