THERE IS NO OFFSEASON

January 28, 2011 • 7:25 pm • POSTED BY Cory McCall

A truism for pro sports as well as ad agencies who work on pro sports. And it is one of the main themes we explored (and truly came to understand) when we began developing concepts for Nike’s Spring 2011 Campaign for the Australian Open. This first Grand Slam event of the year began last week, officially kicking off the new tennis season. For true competitors, it’s a chance to show the world how hard you’ve worked since last summer’s US Open . Every squat, every sprint, every serve, every stroke from the past five months should be felt when you hit that first serve of the season.

With both the rousing tagline OPEN FIRE and the key image of the athlete exploding into multiple athletic poses, we show how Nike’s athletes, the best in the sport, come out swinging with a full arsenal of firepower. Energetic “identity” elements connect the athlete to the core product.

Stay tuned for more work to come in the next months.