Nike

Defy

After years of inertia and stagnation, baseball took a giant leap forward and redefined itself with an evolved philosophy and players who are faster, stronger and hungrier than ever. To help Nike own this New Age of Baseball, we created a campaign that rewrote baseball mythology with a concept rooted in the defiance of limitations, expectations and the laws of physics.

The work centered around the best young players in the game and the stories of their athleticism. Point of Sale displays, featuring these players, were installed in Nike stores inside Major League Baseball stadiums across the country. The campaign showed that it was never more fun to be a fan—or an agency partner.

Behind the Scenes

Much of the campaign was driven by the players who are reshaping the game. We photographed these legends-in-the-making to reflect the intensity and realness of actual game shots, while incorporating the Nike base-layer product. The images were used for a variety of applications and loved by all. Including us, of course.