For a major sports brand like Nike, 2012 represents a massive opportunity to capitalise on the sporting drama ready to be played out at the Olympics and the European football championships. But although the summer will represent the culmination of the sporting year, Nike’s Make It count campaign is all about the blood, sweat and tears that will take the athletes to their ultimate goals. The stark portraits by photographer Adam Hinton are studies in focus and hardship rather than slick triumph while the posters add in hand-scrawled promises which give us a window into the stars’ mindsets. Roll on July.
The portraits are currently on show at Nike’s 1948 space in Bateman’s Row, Shoreditch. There’s also a series of super-slick videos to complement the campaign. You can see the full set here but we’re particular fans of the Luol Deng offering below.
The campaign was designed and coordinated by Wieden + Kennedy’s London office and AKQA, who have made it dynamic and inclusive by inviting everyone to add their personal 2012 vows on Twitter (#makeitcount) or at the east London exhibition.