First look - Nike 'Play in the Now' campaign

By: Owen Davies | Thu 16 Jan 2014

Nike Golf is amplifying the story of innovation behind the new Nike VRS Covert 2.0 driver by challenging convention through its new “Play in the Now” campaign. With the first piece airing on January 25th, “Play in the Now” is a series of TV spots that takes a humorous but pointed jab at golfers who are afraid to try new technology and, as such, reject advancements in innovation. The United Kingdom the spot will debut on Sky Sports’ coverage of the Dubai Desert Classic, January 30th with Rory McIlroy and Tiger Woods participating in the tournament - as well as later in the season on Sky Sports Golf and Premier League coverage.

The “Play in the Now” takes a snapshot journey through the different eras of golf technology. It makes a stark distinction between the change-fearing golfers of yesteryear and what it takes to move the sport forward.

The first ads in the campaign feature one 30 second video

http://youtu.be/3CeNJGMly28

This is complemented by two further 15 second vignettes:

http://youtu.be/HVnLy2Rdklw

http://youtu.be/K-0G0npYoFo

The campaigns have been launched in support of Nike's VRS Covert 2.0 fanily of drivers and fairways.

Several Nike athletes, including Tiger Woods, Rory McIlroy, Kevin Chappell and Nick Watney, have put the VRS Covert 2.0 driver into play.

The VRS Covert 2.0 drivers feature two additional proprietary technologies: A larger, re-engineered NexCOR face for increased ball speed and distance, and FlexLoft adjustability, which allows athletes to easily customize loft and face angle positions for 15 drivers in one.

The VRS Covert 2.0 Tour and VRS Covert 2.0 drivers will be available on Nike.com and select retailers on January 31, 2014 and you can find more information by - Clicking Here