Nike Kids’ new campaign playfully reimagines the brand’s iconic swoop to encourage kids to “Never Stop Playing.” 

Nike Kids’ new campaign playfully reimagines the brand’s iconic swoop to encourage kids to “Never Stop Playing.” Featuring live-action footage of kids playing sports, bright typography, and 3D graphics made to look “squishy” and clay-like, Nike’s “Never Stop Playing” campaign aims to “go beyond the competitive side of sport” to show parents and kids how sports can encourage “an imaginative world of play, laughter and fun.” With the swoosh reimagined as a half-chewed watermelon, fluffy cloud, dripping ice cream cone, and a smiling mouth, the graphics often look like they were made by kids themselves, adding authenticity to the campaign. YPulse’s sports and athletics data shows that 73% of Millennial parents consider themselves a sports fan compared to 59% of non-parents, and our hobbies and passions survey found that 54% say they want their kids to play sports, making it the No. 1 activity they want them to participate in. Meanwhile, Nike has long been one of Millennials’ favorite brands. As the generation enters parenthood, the brand has a renewed chance to reach them (and Gen Alpha) with kid-focused marketing and initiatives. (It’s Nice That)