Nike has this week partnered with global digital innovation agency R/GA to launch ‘Get ‘Em Back in the Game’, a new sustainability campaign aimed at extending the life of its products.
The initiative encourages Nike owners to prolong the lifespan of unwanted products with the key message: “Refresh, rethink, recycle your old gear.”
R/GA’s campaign looks to build on the US brand’s journey towards zero carbon and waste, and will drive awareness of exisiting Nike services such as RAD (Recycle & Donation), Trash Labs and Refurbished.
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“Giving your old gear new life should be as exciting as the moment you first bought it. Get ‘Em Back In The Game treats old gear with the same reverence as new gear and shows people how easy it is to join the Move to Zero movement,” R/GA senior vice-president and executive creative director, Nick Pringle said.
The campaign will be centred around a hero film set to be rolled out across Nike’s online and social channels as well as in-store. Athletes such Eliud Kipchoge, Sky Brown and Eric Dier will appear throughout social content.
