Just Do It (Mate)

In the fitness and gym culture, people invest in physical activities getting swept up in the industrialisation of sports, often losing touch with the real world and conforming to the norm of gym attendance.

Despite its popularity in Australia, Nike had not solidified a powerful position in its communication approach. The aim of this campaign was to integrate Nike's fundamental philosophy into Australian culture, establishing an authentic ‘’Oz’’ campaign that reinforces the idea that sports can be embraced anywhere.

Only Australians or people who have lived in Australia for a while can understand this campaign.