Nike has tapped a fleet of digital dance stars and other health-focused influencers for a social media campaign dubbed 60 Second PowerUp that seeks to combat childhood inactivity and obesity. The Centers For Disease Control (CDC), for instance, reports that 1 in 5 school-age children in America struggles with obesity.
The three-week campaign, which is part of Nike’s larger Made To Play initiative — which aims to get kids moving, and thus increase their life spans — will feature six creators, who will ask their followers to engage in 60 seconds worth of creative exercise, and then share their own videos via Instagram Stories using the hashtag #60SecondPowerUp.
The campaign will also comprise a competition between the creators and their fan factions. Each creator will have $1,500 donated to the charity of their choice, including Marathon Kids, PeacePlayers, and Active Schools. On top of that, however, one winning creator — as determined by Instagram Story views, completed polls, ‘Likes’, and shares — will receive $7,500 for their charity. Influencer participants include: visual artist Bobo Matjila; yoga and mindfulness expert Alivia D’Andrea (pictured above); hip hop performers Hugh Aparente and Gabriel Padilla; model-dancer-actress Jennie Pegouskie Bentot; and fashion photographer Brock DeHaven.
“Nike believes in the power of sport to move the world, starting with kids, so we’re leaning on not-so-recent kids to get inspired and get moving to motivate others to do the same,” Jorge Casimiro, Nike’s VP of global community impact, said in a statement.
Nike collaborated with DoSomething Strategic, the data-driven consultancy arm of the youth-leaning nonprofit, to help it conceive the initiative.