Nike
Up to Me
One of Nike Community’s most-watched videos
Problem
Nike Pro Training wanted to expand beyond traditional sports and establish credibility in MMA. But the category was unfamiliar to much of Nike's audience, and breaking through would require more than another highlight reel.
Spark
We deliberately chose Jon Jones because he was controversial. Instead of avoiding the conversation, we leaned into the one thing everyone could respect: his relentless work ethic. Up to Me transformed fly-on-the-wall training footage into a universal story about discipline, self-definition, and the work no one else can do for you. A :30 fight-night intro and 3:00 documentary evolved into a campaign platform, and extended across Nike ID and mainstream athletes including LeBron James.
Results
Most-viewed Nike Community video. “Up to Me” became a Nike platform.
