Amsterdam’s first campaign for Nike Kids takes a unique spin on the classic game of ‘tag’, flipping it to build self-confidence by reminding kids that they have ‘the power’. Ultimately, creating a powerful sisterhood that’s fuelled by movement.

To launch the campaign, the agency enlisted Riff Raff’s David Wilson for an exhilirating film that mixes live action with animation. A suite of custom-made ‘Don’t Skip’ videos together with a YouTube ‘Choose your own adventure’ game were also created. Online, kids will be able to take part in the #youreit digital game of tag across Instagram, Snapchat and TikTok.