The Nike Makers

Sport is shaped by people that live for what they do, from athletes to engineers. 

Created by Farm League Studio, ‘Watch Us Win’ captures the brightest minds at Nike who drive innovation through their kaleidoscopic tapestry of diverse perspectives and creativity.

Commitment to innovation is central to Nike's mission. Their driven to provide athletes with the greatest possible equipment to unlock their highest potential and turn dreams into reality. Behind every Nike product are the real people who dedicate countless hours of ideation, testing, collaboration, and more. Our Creative Studio team went behind the curtain at Nike World HQ to craft a campaign capturing that mission with authenticity and art.

“How can we bring order to the ambiguity?” - Lucy Browning (Lead Engineer, Innovation)

The campaign features interviews with employees across departments of design, testing, engineering and more, each one shedding light on the creative process and execution that goes into their work. More importantly, they reveal how it weaves together with their colleagues. 

We crafted an energized visual language that blends reality with imagination and surrealism to articulate the thought process behind each and every product. The result is an immersive experience that takes viewers beyond the workbench and testing space, and into the very creative ether each employee draws from.

WHY WE MAKE

The first film in the campaign weaves the voices of our creators together to create a stream of dialogue and questioning that taps into their respective “why?”, exploring their personal motivations and aspirations that contribute to the strength of their team.

“100% of me is nothing compared to 1% of the team.” - Eliud Kipchoge (Nike Athlete, Marathon Runner)

HOW WE DO IT

The follow-up film builds off of the first by exploring the process through the lens of a product's journey -- from an abstract idea to the starting line seconds before the starter gun goes off. Each member of their team is critical to the execution of each product project. As we hear the logistical hurdles and creative challenges they face, we see the hours of work and collaboration that go into bringing the final product to life.

A series of additional :30’s explore the nuances of the relationships between colleagues, as well as the beating heart of the campus -- a place energized and alive with a creative energy.