written by
Oliver Dietrich
Oliver Dietrich
Oli‘s Creative Verdict

Campaign: Nike - Nothing beats a Londoner

Campaign: Nike - Nothing beats a Londoner

Every month Oliver Dietrich, Director of Creative Ideation, offers his feedback on recent marketing campaigns and what growth companies can learn. This month he takes a look at the all new Nike campaign „Nothing beats a Londoner“


Nike: Nothing beats a Londoner.


Social Media, TVC



#1: You want to be authentic, you have to do
it right.

#2: The world’s biggest footwear company is
still able to reach new dimensions of creative and strategic newness - and to
come up with something purely fresh. A global brand, a local approach - think about that

#3: Understand your product and your clients– in
this case: it is about lifestyle, not about footwear or sportswear



A highly competitive market. A lifestyle
brand that wants to stay No.1.


The aim:

To create a new all platform campaign bringing
together music, fashion and sports for the ultimate urban lifestyle brand – in
an authentic, touching and modern way.


The execution:

Brilliant in so many ways.

Shot on the streets of London, areas
such as Dalston, Peckham and Brixton provide a vivid backdrop for the bravado,
passion for sport and unique London spirit that unites each of the 258 (wow)
real-life young Londoners who appear in the film.


A timely, very "of the now" representation
of British culture. It’s also a great showcase of the interminable link between
music, sport and fashion.


The result:

More than 8.5m organic
YouTube views to date

  • More than 32m views of GIFs from GIPHY
  • Almost 90% view through rate
    on VEVO (VOD)
  • According to fashion search
    platform Lyst, London searches for Nike products were up 93% following the ad’s
    launch. Nike searches were also up 72% in Manchester and 54% across the UK


Verdict Hot or Not?


Disruptive Advertising
& Campaign Milestone by Nike.