With young, dynamic and active target audience Nike keeps on inventing smart and interactive marketing campaigns. Yesterday the brand announced the launch of ‘The Chosen,’ a new global ‘Just Do It’ campaign starring a number of action sports stars. The main point of the campaign is a film featuring skate god Paul Rodriguez (P-Rod), Olympic snowboarder Danny Kass, surf genies Julian Wilson and Laura Enever. The film was shot in many countries of the world at night with lighting and pyrotechnics effects reminding of a live rock concert with a main theme ‘I got a thing’ performed by Hanni El Khatib.

Photo:www.actionsports.nikemedia.com

As ‘The Chosen’ will go on, Nike will be providing an opportunity for athletes to participate in the sports featured in the film, arranging sport events globally. A video contest inviting skaters, surfers, BMX riders, snowboarders and skiers to submit a video of their crew in order to be chosen for an unforgettable travel with the Nike team while getting access to premium Nike products is another part of the campaign.

«‘The Chosen’ represents a new voice for ‘Just Do It’, a passing of the torch to the next generation of sports heroes,” said Davide Grasso, Nike’s Vice President of Global Brand Marketing. “This is a defining moment for Nike Action Sports as we evolve this iconic campaign to bring it to new audiences, in new ways around the world.”

The campaign will take place in 23 markets including the USA, China, Brazil, Western Europe and Australia. In US the film will air on TV on Sunday, June 5 during Game 3 of the NBA Finals at 8 PM EDT. The 3-D version is to be watched at cinemas over the 4th of July Weekend.

All the events are to be followed on the Nike Facebook page, on Twitter and at the official Nike web-site.