The Brief

Challenge the Narrative

Nike wanted a campaign that spoke to a new generation of athletes — not the polished, aspirational athletes we've seen for decades, but the ones who play because they have something to prove. The insight: the best athletes aren't the ones trying to be good. They're the ones who feel like "bad persons" — relentless, uncompromising, willing to do whatever it takes.

The Solution

"Bad Person"

We turned the concept of the "good athlete" on its head. The campaign features athletes who look different, move different, exist outside the traditional mold — and own it. The tagline: "Good is the enemy of great. Don't be good. Be undeniable."

The visual direction uses dramatic urban environments at night — concrete, lights, motion blur. These aren't polished studios. These are streets where the game is real.

The Result

Cultural Impact

The campaign generated 2.3 billion impressions in the first week. More importantly, it started a conversation about what it means to be an athlete in 2026. Nike saw a 34% increase in 18-24 demographic engagement.