new Nike campaign: how will you #makeitcount in 2012?

If you commute in London you may have seen yesterday's Nike cover-wrap on the Metro (above). This was part of our new campaign 'Make it count'.

January 2012 marks the beginning of a very important year. Not just for the cream of the sporting crop but for everyone. This is the year to step up and Make it Count. To celebrate Nike has launched a campaign which sees top UK athletes make their pledges for the forthcoming year, whilst inspiring people to be part of the movement and make their own pledges under the hashtag #makeitcount.

The above the line campaign showcases elite British Nike athletes through black and white action portraits while the athletes’ own handwriting brings to life their personal pledge. The athlete’s twitter handles sit on the execution along with the Make It Count hashtag to encourage online participation. Photographed by top photographer Adam Hinton, the campaign features action portraits in posters and online whilst a series of more personal portraits of the athletes capturing them at their most intense moment of training will be featured in an exhibition housed in Nike’s exclusive 1948 space in January. The exhibition will be open to the public from 18^th January.

Photographer Adam Hinton explains, “We wanted to show the sheer hard work and determination these athletes put into the sports they love. To be at the top of their game requires enormous amounts of blood, sweat and tears and they train hard, pushing themselves to the limit to get there.”