Nike highlights sustainable credentials in ‘Get ‘Em Back In The Game’ campaign

Nike & R/GA London encourage audiences to give old gear new life by promoting the brand’s repair, refurb and recycle offerings

Josie Shand



The latest edition of Nike’s Move To Zero sustainability initiative uses Nike athletes to promote the importance of Rethinking, Refreshing and Recycling old gear.

As part of ongoing action to promote more sustainable behaviours, Nike has partnered with digital innovation agency, R/GA London to launch its new ‘Get ‘Em Back In The Game’ campaign. 

The campaign aims to encourage people who own Nike products to extend the lifespan of their goods. This aim is reached by driving awareness of how to extend the life of its products using existing Nike owned services, such as RAD (Recycle & Donation), Trash Labs and Refurbished

Using moments like Earth Day as a catalyst for long-term action, this campaign builds on Nike’s journey towards zero carbon and zero waste. The brand’s drive to help protect the future of sport and the planet is part  of its Move to Zero initiative. 

R/GA has also worked with athletes and collectives including Unknwn Projects, Eliud Kipchoge, Sky Brown, Lotte Wubben-Moy and Eric Dier to create bespoke social content that brings to life the message that before creating more landfill, you should Get ‘Em Back In The Game.

As part of the campaign, Nike has launched a hero film which is being rolled out across EMEA on the website and app, across its global Instagram footprint, as well as in email and in-store activations. It is also being supported by individual market activation created by R/GA that promote the specific Nike services available in each region.

 “Giving your old gear new life should be as exciting as the moment you first bought it. Get ‘Em Back In The Game treats old gear with the same reverence as new gear and shows people how easy it is to join the Move to Zero movement” explained  Nick Pringle, SVP and Executive Creative Director at R/GA UK.

The campaign highlights the importance of recycling and reusing products to protect the future of sport and the planet. By showcasing its green credentials, Nike is able to provide value for its customers and in turn create more sustainable shopping habits. Promoting sustainability through maximising on the value of a circular economy shows how the cost-of-living crisis and climate crisis need not compete. Instead, this campaign from Nike is able to showcase how a more sustainable future can be a more efficient one. 

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