‘You’re It’ Becomes a Rallying Cry for Kids to Push Their Limits in Nike’s New Anthem

Wieden + Kennedy Amsterdam launches first Nike Kids work

In W+K Amsterdam's first spot for Nike Kids, empowering energy flows from one young athlete to the next. Nike

In the traditional game of tag, being “it” usually isn’t a positive, since it turns you into a sort of infection vector looking to get rid of the burden as fast as possible. But perhaps there’s another way to picture being “it”: as an empowered seeker around whom all action is centered.

@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."