Nike: New Heights

Nike set my city on fire with ‘Nothing Beats a Londoner’, and challenged us to follow it up. This time instead of talking about the unbeatable attitude of young Londoners, we wanted to prove it.

So we set a Londoner a challenge. His name was Tu Shea, a young guy challenged to overcome his self-doubt by jumping off the 10 metre diving board at Crystal Palace in front of all of his friends and family. I used to go there as a kid, so I can confirm it’s a hell of a drop.

We made a documentary about it, and then sold it to Channel 4. It was the first time they’d ever done that with a piece of branded content, with the doc living on All 4 side-by-side with every other show.

I led the Comms Strategy, ensuring we launched it like a proper show, borrowing the behaviours big releases, and calling it Nike’s first ever ‘Nike Original’. We gained 4 million views and were all inspired by the mental toughness Tu Shea showed across his journey.

My role: Comms Planning Director

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