Nike Play New

At Day One, we partnered with creators and influencers from around the world to help bring Nike’s Play New campaign to TikTok. The campaign, which launched globally in 2022, focused on practice over perfection, so we tasked six creators from all walks of life to try to take on a new sport. They captured their progress on TikTok over the course of five weeks, which kicked off with a day-long Top View takeover of the app to introduce the program.

In addition to casting the Play New program, we worked with each creator individually to concept and edit their videos, select music, and go live across multiple time zones. The campaign resulted in +40M impressions across the six creators’ channels.