Project overview

Most New Year’s resolutions are uttered in vain. But this year was a big year for sport - an Olympic year - and we wanted to give people some added resolve.

We worked with 87 Nike pro athletes to craft tweets, short films and video messages to their fans with their personal New Year’s resolution.

In the days leading up to New Year’s Eve, fans took on the #MakeItCount hashtag and responded with millions of their own resolutions.

We helped Nike set up a ‘command centre’ in New York, launching the first @nike Twitter account and briefing a team of 30+ writers to tweet personal responses around the clock.

Back home in London, shoppers at NikeTown could stop and pen their own resolutions in-store, sharing their commitment with friends and followers.