Nike never misses a chance to get into big sport events: the new campaign by the brand has been kicked off to mark the launch of the new NFL season and pay tribute to those who make sport spectacular. The new promotional project, developed at Wieden+Kennedy Portland is revolving around the “Boom!” theme and features renowned athletes, school football teams and celebrities who starred in a series of 15-second spots.

Each of the spots showcase boom worthy moments—when something long-awaited happens on the pitch like a blow to the opposite team’s player or a goal, which brings victory, and people around exclaim to express their vigorous emotions. The adverts, which are all about making the winning move and becoming a champion, feature former professional football/baseball player Bo Jackson, New York Yankees baseball player Robinson Canó, tennis player Serena Williams, NFL rookies Tim Tebow and Ndamukong Suh, rapper Ricky Rozay, Alabama head coach Nick Saban, boxer Manny Pacquiao and many more. The stars are now spectators, they are sitting in front of their TVs or in the grand stands and  waiting edgily for the victorious moments just like other sport fans. Watch some of the commercials below or go to Nike’s YouTube page to see all of the ads.

Nike partnered with R/GA to develop the actual training application (for both iPhone and Android) to gear up workouts. A user can set the type of sport he or she is in, and then specify the type of training, the amount of time for the workout as well as the playlist he or she wants to listen to. During the training process, a user hears inspirational messages from the best athletes or coaches to “amplify the game.” The app can be downloaded for free from the www.itunes.apple.com.