Nike is joining in with the back-to-school ad brigade this year, with a range of playful spots for Nike Kids that show families getting sporty during their everyday activities. 

The "Never done playing" campaign targets millennial parents and aims to stand out from the season's sea of school uniform spots by showing families holding onto summer and having fun, even if they have chores to do.

Nike research found that after lockdowns and home-schooling, the mundane activities facing parents have multiplied tenfold. As everything has fallen into an endless sea of to-do lists and chores, it's easy for them to lose sight of the joy of family life. The campaign proposes that sport is the key to finding that fun again.  

One spot features Dutch soccer star Virgil Van Dijk, who currently plays for Liverpool, and his real-life daughters, having an impromptu kick-around in the backyard while he's tending to gardening. 

In another spot, YouTube personalities the Grimwades family turn a work-from-home day into a fun dance battle. 

The third and fourth films feature families discovered through street casting. In one, a bunch of kids turn a walk around the block into a 100m race, and in another, doing the laundry becomes a game of tennis doubles. 

The campaign was created by Amsterdam-based creative agency Soursoup (which created Nike's pre-Wimbledon film about Emma Raducanu earlier this year). It was directed by India Rose Harris from Kode. It's airing across all Nike's EMEA platforms, with out-of-home assets in all major Nike stores, and films playing across Nike social media platforms and Nike.com.