Nike‘s new seasonal campaign for the winter months has the sports giant in support of Russians “who embrace winter as their playground and challenges the world to #playrussian.” Part of the “Just Do It” umbrella, the new campaign, aptly named “Play Russian,” has a slew of Russian athlete heavyweights showcasing what it means to defy the cold through hardcore feats of finesse and athleticism. Ranging in sports from ice hockey to running to skateboarding, with Russian sports names including ice hockey player Alexander Ovechkin, long jumper Darya Klishina, footballer Alexander Kokorin, snowboarder Denis Leontyev, skateboarder Egor Kaldikov and figure skater Adelina Sotnikova, the campaign — created in partnership with Wieden+Kennedy Amsterdam — aims to show the world that winter doesn’t necessarily mean staying indoors.
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