Nike’s 2021 South Korean campaign "A New Day," developed by Wieden + Kennedy, positions the brand as a catalyst for redefining the experience of sport beyond traditional metrics like winning or losing. The campaign’s central proposition emphasizes empowerment, encouraging individuals to reclaim the joy of sports by trusting their inner strength and embracing a new set of personal rules. By framing sport as a platform for courage, self-expression, and collective voice, Nike extends its value beyond performance to encompass inclusivity, resilience, and cultural renewal.
Strategically, the campaign taps into a broader societal shift toward authenticity and mental well-being, resonating with a contemporary audience disillusioned by conventional competitive pressures. The narrative genre and cinematic film format facilitate a storytelling approach that humanizes athletes as everyday participants who break molds rather than conforming to them. The emphasis on community and vocal support aligns with generational values prioritizing connection and social impact. The tagline #PlayNew underscores an invitation to reimagine sport’s future, creating both a cultural movement and brand identity that transcends typical product messaging. By targeting Korean consumers through culturally relevant language and sentiment in 2021, Nike effectively aligns its global ethos with local sensibilities, capitalizing on viewers’ desire for fresh perspectives in both sport and life. This approach solidifies Nike’s role as not just a performance brand but a socially conscious leader advocating for progressive change in the fashion and retail apparel context.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This Nike campaign, “A New Day,” employs powerful symbolic language and visual cues that elevate sports beyond victory or defeat, emphasizing collective empowerment, voice, and rewriting the rules—core Nike motivations. The narrative and manifesto tone (“We promise… We will write our own rules… We will build a new future for sports”) center not on demonstrating products, following a classic story arc, or providing testimonials, but rather on bold, metaphorical resonances representing the liberating benefits of sport and Nike’s brand ethos. The campaign encapsulates the benefit—empowerment through sports—using aspirational, symbolic language instead of literal demonstrations or problem-solution framing.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Adidas – Positioned as a global leader in athletic performance and lifestyle footwear and apparel, Adidas blends innovation with heritage, emphasizing sustainability and urban culture, appealing to both athletes and fashion-conscious consumers.
2. Puma – Known for its stylish yet functional sportswear, Puma leverages bold design collaborations and celebrity endorsements, targeting younger audiences seeking a fusion of sport, lifestyle, and streetwear.
3. Under Armour – Focused on high-performance athletic gear, Under Armour differentiates through cutting-edge technology and a commitment to empowering athletes with durable, performance-driven products that enhance training and competition.
4. New Balance – Balances heritage and innovation with a strong emphasis on comfort, quality, and craftsmanship, appealing to consumers looking for retro-inspired designs combined with modern performance technologies.
5. Reebok – Positions itself as a fitness and lifestyle brand by promoting inclusive and community-driven initiatives, combining functional athletic wear with contemporary street style to engage a broad, health-conscious demographic.
Q: What is A New Day about?
A: A New Day is a professional campaign launched by Nike in South Korea in 2021, created in collaboration with Wieden + Kennedy. This film-based campaign targets the fashion and retail services market, using a narrative approach to position Nike as a force for redefining the meaning of sport. The central creative idea revolves around empowerment, encouraging individuals to reclaim the joy of sports, trust their inner strength, and establish new personal rules. Delivered in Korean, the campaign resonates with local audiences by framing sport as a platform for courage, self-expression, and collective voice, while reinforcing Nike’s global ethos of inclusivity and transformation.
Q: What creative device does A New Day use?
A: A New Day employs FORMAT#9 SYMBOLIZE THE BENEFIT, as classified by Clapboard’s 12-format taxonomy. This creative device uses symbolic language and exaggerated visuals to represent the positive impact of Nike’s brand, focusing on empowerment, voice, and rewriting the rules of sport. Rather than showcasing products or following a conventional story arc, the campaign adopts a manifesto tone and aspirational metaphors to encapsulate the liberating benefits of sport. This approach aligns with Nike’s core motivations and communicates the brand’s ethos through bold, metaphorical storytelling rather than literal demonstrations.
Q: What is the campaign proposition for A New Day?
A: The campaign proposition for A New Day positions Nike as a catalyst for redefining the experience of sport beyond traditional metrics such as winning or losing. The brand’s message centers on empowerment, inviting individuals to reclaim the joy of sports by trusting their own strength and embracing new personal rules. By framing sport as a space for courage, self-expression, and collective voice, Nike addresses a contemporary audience seeking authenticity and mental well-being. This strategic stance is especially relevant in the fashion and retail services market, where cultural renewal and inclusivity are increasingly valued.
Q: How does A New Day rank in Clapboard's archive?
A: In Clapboard’s global ad archive, A New Day holds a Clapboard Campaign Score of 79/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the context of Nike’s brand and the South Korean market.
Q: Who are the competitors in Nike's category?
A: In the athletic and fashion apparel sector, Nike’s principal competitors include Adidas, which blends innovation with heritage and emphasizes sustainability and urban culture; Puma, which targets younger consumers through bold design collaborations and celebrity partnerships; Under Armour, which differentiates itself with high-performance technology and a focus on empowering athletes; New Balance, known for combining retro-inspired design with modern comfort and craftsmanship; and Reebok, which positions itself as a fitness and lifestyle brand with inclusive, community-driven initiatives and contemporary street style.
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