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Nike: The Living Room Cup

09/07/2020
Advertising Agency
London, UK
18
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Brand
Agency / Creative
Production
Music / Sound
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Insight

With most people in lockdown due to Covid-19, the public needed motivation to keep moving, and professional athletes were looking for competition.

What if we could bring them together over a series of training challenges from the comfort of their homes?


Idea

The Nike Living Room Cup – a weekly training challenge thrown down by a top athlete, from their living room to yours, all via Instagram.

Eight athletes over eight weeks, took on a simple, no equipment needed move, setting a benchmark for the world to beat. Cristiano Ronaldo kicked things off with ‘The Core Crusher’; subsequent challengers included Bebe Vio, Virgil Van Dijk, Castor Semenya and Rafael Nadal.

Dedicated workouts to help provide a competitive advantage during each challenge were also made available on the 

Nike Training Club app.


Impact

Training is all about results.

Over 200 global athletes took part in the challenge, with Ronaldo’s workout being viewed 30 million times. The Nike Living Room Cup has had a media reach of over 60 million, plus the Nike Training Club app saw a significant increase in downloads during the lockdown.

About AKQA UK

AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.

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