Nike & R/GA London Encourage Us to Give Our Old Gear New Life in Latest Sustainability Campaign

To emphasise the importance of ongoing action and behaviour change, using moments like Earth Day as a catalyst for long-term action, Nike has partnered with R/GA London, the digital innovation agency, to launch the new sustainability campaign, ‘Get ‘Em Back In The Game’ to encourage Nike owners to extend the lifespan of their products. This campaign builds on Nike’s journey towards zero carbon and zero waste to help protect the future of sport and the planet, as part of its Move to Zero initiative.

The campaign aims to drive awareness of how to extend the life of your gear using existing Nike services, such as RAD (Recycle & Donation), Trash Labs and Refurbished initiatives. R/GA has also worked with athletes and collective including UNKNWN PROJECTS, Eliud Kipchoge, Sky Brown, Lotte Wubben-Moy and Eric Dier to create bespoke social content that brings to life the message that before creating more landfill, you should Get ‘Em Back In The Game.’

The hero film is being rolled out across EMEA via the Nike.com, app, global Instagram, email and in-store. It is also being supported by individual market assets created by R/GA that promote the specific Nike services available in that region.

“Nick Pringle, SVP Executive Creative Director at R/GA UK commented: “Giving your old gear new life should be as exciting as the moment you first bought it. ‘Get ‘Em Back In The Game’ treats old gear with the same reverence as new gear and shows people how easy it is to join the Move to Zero movement”.