TV-OFF

Nike - LA Loves a Sequel (Case Study) | Campaign Win ads are an iconic part of Nike’s history that celebrate landmark victories in sport. But how do you celebrate the exact same victory in the same sport, by the same team, in the same city… one year later? By embracing the sequel as better than the original: L.A. LOVES A SEQUEL. Rewind to a year ago. Seconds after the Dodgers secured their first championship win since 1988, Nike aired a film, treating the season like a feature film and closing with a full credits roll. It became an instant cultural hit. Then in 2025, the Dodgers repeated. So, Nike did too. Not by copying, but elevating. The new win ad picked up the story exactly where last year’s credits left off, rewinding back to the top as bloopers and key moments from the twenty-twenty-five postseason synced perfectly with every name on screen. Nike didn’t just acknowledge the repeat, they mythologized it. The film aired to over seventeen million live viewers during the most watched baseball game in thirty four years. On Instagram, it earned forty one million views, 38 thousand reposts, 232,000 shares, and over six hundred thousand likes, becoming one of the most liked Nike win ads in history. Scoring the film to Kendrick Lamar’s “Squabble Up” tapped directly into LA’s cultural moment, connecting the Dodgers championship to the city’s own artistic rivalry. The music choice elevated the spot into a cultural flashpoint, merging sport, city pride, and the broader Drake vs Kendrick narrative. Because of this, the music dominated the conversation on social, with “Squabble Up” accounting for 76% of LA Loves a Sequel’s total mentions, and nearly 90% of engagement. The spot even pushed the track back into the Billboard Top 100. Then, the story spilled into the streets. Marquees and billboards across Los Angeles lit up with “LA Loves a Sequel”— turning the entire city into part of the campaign. Then, social chatter also picked up on the OOH, garnering an additional (est.) 13M+ impressions. The idea even sparked a larger cultural shift. Fans across sports began asking for their own closing credits. Dodgers fans demanded it become tradition after every World Series win. Nike proved that a repeat win does not have to feel repeated. In the city built on franchise storytelling, back to back became more than a statistic. It became the season's best sequel. Credits: - Client: Nike, Portland - Advertising Agency: Wieden+Kennedy Portland - Post Production Company: Church Edit; JOINT