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Nike - Nike Play New Community Challenge


Inspiring Nike Members to run like no-one’s watching and join together to smash a 1m km community running challenge. Untold Fable led creative and production on contributor-led content targeting Gen Z, channeling the spirit of the brand’s global Play New campaign, through inclusive, impactful illustrations and articles in the brand’s running app.

Run backwards? Sideways? Nike Play New says, ‘That’s cool, whatever feels good!’ The brand’s global Play New campaign included a different kind of running challenge on the Nike Run Club app. Rather than focusing on being the best or fastest, or being self-consciously obsessed with ‘do I look like a runner?’, the Play New Community Challenge asked Members to run 1m km together – however they wanted. Five minutes or 5km, it’s all progress. Untold Fable was challenged with creating impactful content to get them going. 

To connect with Nike’s Gen Z audience, our content series was led by TikTok and Instagram influencers revealing how they bring the Play New spirit to their run – from dancing, to music to turning it into a computer game. Given that the budget didn’t allow for a shoot, we commissioned Seoul-based illustrator Ya Wen to create unique, impactful, body-positive and inclusive assets to bring the ideas to life. 

Untold Fable led every stage of talent sourcing, development and production, delivering four content moments for the Nike Run Club app and Nike Running. The content was a successful driver – Members collectively completed the challenge two weeks early.


Untold Fable, 1 year ago