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PROBLEM
33% of men and 45% of women aren't active enough due to the harmful social influence of fitness, we work out to look good over feeling good.
INSIGHT
This mindset is actually a mind game, and it's the product of a competitive society that damages our society's understanding of healthy.
STRATEGY
Create a mental fitness movement that teaches the best thing we can do for our health is defeat these mind games, greatness in fitness is anticompetitive.
Solution
Losers don't exist.
NIKE will collaborate with The FA and LTA and nationwide gyms to spread the Losers Don't Exist movement.
Fitness influencers and athletes will post about their struggles with mind games mental fitness and self-worth under the LDE FILTER.
Creative partner: Viktorija Jodinskaitė
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