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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.

Date created: July 2020 2020-07-01T00:00:00+0100
Date published: 9 July 2020 2020-07-09T11:00:56+0100

MADEIT CREDITS

Annual 2020 ShortlistThe Living Room CupSocial Contributor:

AKQA has been a Contributor since 31st July 2020.

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