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Insight
Knowing what you do is one thing. Knowing why you do it is everything.
Most New Year’s resolutions aren’t kept. 45% drop off after the first month and 81% before a year ends. What separates the world’s greatest athletes from others in reaching personal goals is mindset – one that starts with a purpose – a why.

Idea
At the end of 2020, a year that stopped us from moving, Nike and AKQA partnered to help athletes unearth and tap into the true reasons that motivate us – our whys – for the year ahead.
Ushering in an era of fitness that goes beyond pounds, inches and workouts, people were encouraged to consider not fitness goals, but ultimate purposes for moving.

The whys of professional athletes including, Naomi Osaka, Marcus Rashford, Kevin Durant, Sabrina Ionescu, Simone Manuel, Leo Baker, Caster Semenya, and Ibithaj Muhammad, Nike master trainers, and everyday athletes were shared in a film across Nike’s global channels, North American broadcast and out of home placements in New York City and Los Angeles.

Nike inspired with the power of having a why, then guided people to find theirs through a how-to guide.

Impact
Putting the why to work.
You Can’t Be Stopped inspiration linked from social posts to the Nike app where a multitude of training material could be viewed, then connected athletes to get started with introduction runs and workouts in the Nike Run Club and Nike Training Club apps.

Nike informed and enabled athletes, setting out paths to begin fitness journeys, discover purpose and helping people to move while socially distancing during the lockdown.