Shotopop and Nike Remind Us to be Great
The Olympics are officially over (sad we know!). The multiweek jubilee of sports and sportsmanship has come to a close and now is the perfect time to reflect on the incredible moments that unfolded over the last days. Dreams were realized and broken, stories were written with hope and controversy, and records were shattered (including one that dates two thousand years back to Leonidas). It was a celebration of our global community through competition, and we’re here for that. More than the huge stage, it was about the athletes who endured during these incredible feats and Nike, one of the sponsors of the event, wants their athletes to be front and center – for good reason. They asked Shotopop to put together a series of looping GIFs that could tell their stories within tiny parameters.
Nike is an international company so if you’re looking for them to choose sides in any competition you’re going to be disappointed. The side that Nike chose, instead of a nation, is that of sport, that of the athlete, that of competition. For that reason they had Shotopop create imagery for a serious collection of athletes from Allyson Felix and Vashti Cunningham, to Neymar daSilva, Mo Farah, and Dafne Schippers. Each one of these athletes was at the center of their own drama in Rio, but their presence in these pieces remind us to keep going, focus on our goals, and when it comes down to it: Just Do It.
In Shotopop’s pieces we see these athletes in a white space, decontextualizing them so we can see them for the people that they are, interacting with space and often with Nike’s motto “Just Do It.” The Olympics is a reminder that we can all be great, as thousands of human beings who have trained and focused and explored human limits find success and break through what we all imagined possible. It’s up to us to rise above and Shotopop shows us how it’s done.