MTV Video Music Awards + Nike

​THE CAUSE: From the second it blasted the airwaves; MTV cornered the market on defying expectations. And, since 1984, the VMAs have elevated artists who seek to do the same. This purpose-driven rule breaking was and remains activism, a movement to test the limits of music’s cultural impact. Exemplifying this mission, the network looked to buck tradition by delivering the flagship award show in collaboration with an unconventional but likeminded partner: Nike. With a rock solid history of supporting outspoken athletes, a worldwide faction of rabid brand loyalists and well-known judiciousness around media spends, the apparel giant identified itself as a prospect with boundless potential. 

THE EFFECT: Proactive in its approach, this engagement initiated with a one-page solicitation fashioned to facilitate client interest and a subsequent in-person summit wherein the comprehensive program would be presented. The three-phase campaign detailed Nike’s prominent role from nominations through award night, driving the undeniable connection between music and movement at every turn. A marathon in its own right, the synergistic compilation of retail exposure, immersive fan experiences, custom social series’, on-air integration, in-store media, and a first of its kind red carpet activation would expose the artist in the athlete and the athlete in the artist. The Nike-VMA partnership would spin the cultural conversation on its heels; upending perception in an irreversible way.