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Library/Campaign/Nike Never Done Evolving feat. Serena
Grade B22 sourcesHIS-01744

Nike Never Done Evolving feat. Serena

Campaign · 2022

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Nike’s simulated Serena-versus-Serena final drew 1.7M YouTube viewers, WPP claimed.

Original · Nike / AKQA Melbourne, Portland and São Paulo
Clip · AKQA on Vimeo
Cannes Lions: Craft winners 2023
Contagious
Never Done Evolving - AKQA
AKQA
AKQA wins eight Clio Sports awards - AKQA
AKQA
AKQA & Nike: Serena 1999 vs Serena 2017 in an A.I. generated match
The Stable

Spread Score

How it works
Reach31Contagion35Breadth20VelocityNo data yetLongevityNo data yet29

Numbers

Media impressions, agency-reported lower bound
12M
Self-reported · AKQA
Milestone date
Week of Aug 11, 2022
Aug 11 ’22 to Week of Aug 11, 2022
Platforms
3
Started on YouTube
Leverage
1.0×
1.7M on 1.7M followers at seed

Mechanics

  • NewsjackingPrimary
  • Pairing
  • Platform jump
  • Controversy

How it spread

Trace the origin

Nike streamed an AI match between two eras of Serena after her retirement announcement. Trade coverage and a video review followed, and WPP claimed 1.7M YouTube viewers. The film won the Cannes Digital Craft Grand Prix and entered a museum exhibition.

Documented milestone; not a measured attention peak. Some dates are known only to the week, month or year.

Aug ’22SepFeb ’23MayJulOctDecFeb ’24AprAugDecNike / AKQAStarts · Aug 11 ’22MilestoneWeek of Aug 11, 2022The Webby AwardsApr 25 ’23PressYouTubeOpen web
PressYouTubeOpen web

Timeline (14)

  1. August 2022

    Serena Williams precursor · Aug 9 ’22

    Williams announced that she was leaving professional tennis.[1][2]

    Open the first post ↗

  2. Nike / AKQA seed · Aug 11 ’22

    Nike streamed a virtual match between machine-learned versions of Serena from 1999 and 2017.[3][4][2]

    Never Done Evolving - AKQA
    1.7M followers

  3. Clube de Criação milestone · Week of Aug 11, 2022

    Clube de Criação reported the YouTube broadcast and its use of Stanford’s vid2player technique.[4][5]

  1. backlash · Aug 13 ’22

  2. afterlife · Apr 25 ’23

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Spread the same way

Campaign · YouTube · 201650

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Nike; Wieden+Kennedy Portland (agency)

Nike’s Ronaldo body-swap ad passed 65 million YouTube views.

65M views

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Do this

  1. 1Give an analytical project a question audiences can understand in one sentence.
  2. 2
  3. 3

Every number (11)

  • Final on YouTube only; WPP’s historical claim, unaudited“1.7 million viewers watched the grand final via YouTube”
    1.7M[20]

Press (4 outlets)

  1. Aug 11, 2022same dayClube de Criação · Never Done Evolving

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  • 4steps to copy, the playbook
  • 11sourced numbers
  • 4outlets that covered it
  • 22sources, each linked

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Origin
Stunt
Sector
Sports
Region
Global
Media impressions, agency-reported lower bound
12M
Self-reported · AKQA
Evidence
Grade B