Nike PLAYlist

Objective

Nike identified a market challenge where youth engagement with sports was declining—only 1 in 10 kids found sports fun in 2019. The campaign aimed to reframe youth athletics culture by prioritizing enjoyment and self-expression over competitive pressure. By positioning kids as content creators rather than passive consumers, Nike sought to reclaim the playful side of sports and rebuild youth enthusiasm for athletic activity.

Solution

Nike created an episodic sports show produced by and featuring kids, distributed across YouTube and TikTok. YouTube episodes served as inspiration for user-generated content, while TikTok hosted the #TheReplay challenge—one of TikTok's first major branded experiences at the time. The mechanics were simple: kids watched episodes, then created and shared their own versions of playful tricks and stunts on TikTok, positioned as playmates to superstar athletes. The format sustained across at least six seasons, combining professional content production with grassroots community participation.

Results

Not published.