Nike has launched the latest addition to its country-specific "Just Do It" campaign with a new 'Play Russian' ad, premiering worldwide and featuring prominent Russian athletes embracing the harsh Moscow winter.
Promoting the 2014 Winter Olympics in Sochi, the short film features the likes of hockey player Alexander Ovechkin, long-jumper Darya Klishina, footballer Alexander Kokorin, snowboarder Denis Leontyev, skateboarder Egor Kaldikov and figure skater Adelina Sotnikova -- all seen performing athletic feats in extreme winter climates, which Nike says is part of the "Russian spirit, even when the temperature drops far below zero."
"Sport can be enjoyed in all elements and the Russian winter is no exception," says Massimo Giunco, Nike Russia brand marketing director. "In this new campaign, we're challenging young athletes to show us that they can embrace winter as their playground."
"Growing up during great Russian winters only made me stronger," said Ovechkin, of the Russian National Ice Hockey Team. "When I'm out there on the ice, I'm immune to the cold and can just focus on my game."
Nike has also created a digital hub that allows users to interact with the campaign via social media and the #PlayRussian hashtag by uploading their own media that displays themselves "playing Russian."