W+K Shanghai's Excellent New Nike Spot Is an Epic Show of Sportsmanship

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Editors' Choice: Stink Shanghai's Martin Krejci directs brilliant post-Olympics spot
W+K Shanghai's Excellent New Nike Spot Is an Epic Show of Sportsmanship

This year’s Olympics closed with a simple, yet profound truth; that every athlete, no matter how famous or how experienced, shares the same spirit—the willingness to get out there and try something for themselves because success has no roadmap. You have to 'Just Do It.'

Leveraging the energy and conversations surrounding China’s performance at the Rio Olympics, Nike China unleashed 'The Next Wave' – an anthem film to kick off 'Just Do It' campaign in China.

The idea isn't about telling the next generation of Chinese youth what to do, but celebrating the irreverence, spontaneity, positivity, and potential. They are a generation uninhibited by old traditions. They are free to choose their own path for the first time in history. They are the momentous force preparing to wash over the world. 

"We named the film “The Next Wave” (后浪) because it’s the perfect metaphor for the youthfulness, optimism and infectious energy of the new generation that’s coming at you at a thousand miles an hour,” says Terence Leong, Creative Director at W+K Shanghai.

The film takes viewers on a nonstop journey from a small trickle to an unstoppable wave made up of the next-generation of Chinese athletes. We even pass a few familiar faces and voices along the way, like Liu Xiang (retired national hurdler), LiNa (retired national tennis player) , Mr Sun (senior marathon runner) and Selina (Encouraging singer from Taiwan). “We shot this film in a single take style and it took a lot of long shots with very complicated choreography to pull it off. That meant we had every day athletes playing side by side with famous athletes, balls flying everywhere, people crashing into each other, it was near chaos at times. But in the end we combined all of their energy into one infectious massive wave of sport,” says Shaun Sundholm, Creative Director at W+K Shanghai.

"Growing up in China, I was surrounded by people who simply used the English words “Just Do It" as a punchline without knowing what it really means. It’s great that in this campaign, the provocative voice-over lines help to define what it is, by saying what it isn’t.” Says Dino Xu, Business Director at W+K Shanghai.

The rest of the campaign will include short film content, billboards, on-the-ground activations, and some digital engagement surprises to inspire the new generation not to overthink it, but “Just Do It.”

Full Credits


Executive Creative Director: Yang Yeo

Creative Director: Terence Leong, Azsa West, Shaun Sundholm

Art Directors: Christian Laniosz, Marc Garreta

Copywriters: TJ Walthall, Liu Wei, Max Pilwat

Director of Integrated Production: Angie Wong

Head of Content: Bernice Wong

Producer: Fang Yuan

Art Producer: Xuan Ong

Planning Director: Paula Bloodworth

Senior Planner: Leon Lin

Digital Strategist: Bill Tang

Business Director: Dino Xu

Associate Account Director: Jim Zhou

Sr. Account Executive: Shawn Kai

Project Manager: Nicole Bee

Business Affairs: Jessica Deng, Kathy Zhan

Senior Designer: Patrick Rockwell

Designers: Wendy Yu, Deer CL

Production Manager: Vic Zhang

Digital Imaging Artist: Changqing Lee

FA Artist: Bin Liu


Director: Martin Krejci

Director’s Producer: Justine Madero

1st Assistant Director: James Skotchdopole

1st Assistant Director (Local): Hank Zeng

Director of Photography: Dimitri Karakatsanis

CAM A Operator / Gimbal Ninja: Florian Hatwagner

Executive Producer: Desmond Loh

Executive Producer: Brenda Tham

Producer: Juliana Chung

Production Manager: Charles Renard

Production Manager: Evie Yeo

Beijing Line Producer: Xiao Yu

Production Assistant: Haze Zhu

Celebrity Handler/Fixer: Emma Sun

CAM A Focus Puller/1st AC: Albert Wang

Drone operator: Zhang Teng Sen

Q Take: Marcus Peh

Taipei Production Support: Episode Films

Hong Kong Production Support: Spur Link

Beijing & Hong Kong Art Director: Yao Jun

Taiwan Art Director: Daymon Wu

Wardrobe Stylist: Julian Mei


Editorials: Hank Corwin, Federico Brusilovsky

Post Executive Producer: Gary Ward

Post Producer: Aimee Crook

Assistant Editor: Jason Hinkley

VFX Artist/Supervisor: Glenn Teel


Colourist: Seamus O’Kane

Producer: Dan Kreeger


Composer: Seth Olinsky


Sound Designer: Eugene Gearty


Mixer: Chris Jenkins


Producer: Joyce Chen

Engineer: Hu Yuan

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Genres: Visual VFX, People, Action, Scenic, Storytelling

Categories: Clothing and Fashion, Sportswear

Wieden+Kennedy Shanghai, 3 years ago