Nike has unveiled the latest interpretation of its "iconic 'Just Do It' campaign created in partnership with Wieden+Kennedy Amsterdam," according to THE DRUM. Made for the Russian market, the campaign -- "aptly named ‘Play Russian' -- portrays the harsh Russian winter and celebrates the athletes that are out moving despite the temperature" in a bid to inspire "movement in the streets of Moscow and around the country, building momentum around a Winter of Sport." Showing the world how to "embrace sport and 'Play Russian,' local athletes take centre stage in the campaign" which features ice hockey player Alexander Ovechkin, long jumper Darya Klishina, footballer Alexander Kokorin, snowboarder Denis Leontyev, skateboarder Egor Kaldikov and figure skater Adelina Sotnikova. Nike Russia Brand Marketing Dir Massimo Giunco said, "In this new campaign, we're challenging young athletes to show us that they can embrace winter as their playground." A series of events centered on running, football, snowboarding and ice hockey will take place throughout December and January to "enable young Russians to #playrussian" (THE DRUM, 11/29).
