NIKE ALTIUS
2020 Tokyo Olympics
NIKE SB ALTIUS
An interactive brand experience. A warriors journey.
For the first time in history, skateboarding will be introduced into the 2020 Tokyo Olympic Games. Skateboarders are not your typical athlete: they’re rule-breakers, risk-takers—and their biggest triumph is mastery of the self. NIKE will design a shoe to inspire revolutionary athletes to reach higher.
MY ROLES:
Lead Copywriter, Video Script Writer.
Storyteller & Strategy team.
AWARDS:
NIKE SB ALTIUS received a prestigious Red Dot Award. For more about the Berlin Red Dot Awards, check out
https://www.red-dot.org/project/tokyo-2020-olympic-games-nike-altius-40790
TARGET AUDIENCE: THE BIG FOUR
ORGANIZING IDEA: MASTER PERFORMANCE
BIG IDEA: SHOKUNIN
WARRIORS
THE EVENT
Like a Japanese warrior who lives by the principals of Shokunin, the Nike warrior goes through 5 emotional stages. In the NIKE SB Event, the consumer will place themselves in the shoes of an athlete who reaches for nothing less than the very top.
The event begins in a holding cell outside, where consumers interact with images, moving video documentaries of legendary skateboard athletes, and other interactive technology like bluetooth playlists. They move through experience in one direction; once you commit to your goals, you don’t waver.
Acknowledge the Challenge
In the Zone
Doubt and Suffering
Rededication
Victory
THE VR EXPERIENCE
The ALTIUS experience culminates in the moment of battle: the performance. Through VR, the consumer immerses himself in the 5 stages of victory — all the way to the final moment of glory.
FINAL BOOK
