Russell Wilson embodies the values of every Nike athlete. We helped Nike tell Russell's story about the game before the game. The Grind. The Grit. The Training.
Nike Training approached us to work with Russell Wilson and his team to create a compelling narrative and art direction surrounding the launch of his new Nike Air Zoom Trainer. The key to the story was to catch Russell at the intersection of performance and street—where training for everyday (including Sunday) happens.
What we captured was a combination of style, intensity, passion and focus through Russell's eyes under the campaign tagline: Just Don't Quit.
We commissioned world renowned photographer Tim Barber and his crew to capture those raw moments in a small gym near Russell's offseason LA home. The goal was to tell Russell's Just Don't Quit story with the launch of his new Zoom Trainer on social, Nike.com and at retail locations.