“Fly on the wall” b-roll becomes both a powerful platform and a popular mini-documentary.
Jon Jones was a controversial choice as a Nike athlete. He had charisma and obvious athletic ability but the Nike Pro Training audience was more familiar with Football, Basketball, Baseball, Soccer and Track than MMA and the UFC.
By tapping into the universality of Jon Jones’ mental and physical work ethic we transcended the discomfort of both internal and external audiences and helped make a truly unique athlete resonate with Nike’s training community, earning more views than any other video on the Nike community site. And in the process created the platform “Up to me” which has since emblazoned Nike t-shirts worn by Lebron James and other athletes in more mainstream sports.
We delivered a :30 pre-bout intro video, the 3:00 minute long-form piece that was one of the most viewed ever in the Nike Community, we then revisited Jon and his two NFL starting brothers Arthur and Chandler for the Nike ID custom shoe program as each brother created their own “signature shoe”.