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How Nike’s new twist on “Just Do It” involves you

“Just do it.”

Chances are, you’re familiar with the slogan, and its universal association with Nike. Introduced in the late ’80s, the “Just Do It” campaign encouraged athletes from all sporting backgrounds to rise above everyday challenges and take a chance on new pursuits in life.


As a slogan and a trademark, “Just Do It” became ubiquitous with Nike and did indeed encourage everyone to get out there and engage life to the fullest, from basketball legend Michael Jordan to those just discovering their athletic passions in life.

Now, over twenty years later, Nike introduces “Chosen,” a new campaign that gives us all a chance to take the “Just Do It” spirit to another level.

And that level includes the sport of Surfing, skating, BMX, and its accompanying lifestyle.

In simpler terms, “Chosen” is a video contest sponsored by Nike and aimed specifically at action sports athletes who feel they live the “Just Do It” ethos.

How does “Chosen” work? Simple.

“Chosen” looks to introduce Nike athletes (and the world) to the crew you ride with.


Is your crew unique? Does your crew fit the spirit of the “Just Do It” attitude? If so, now’s your chance to do something about it.

They’re looking for video submissions of Surf, BMX and Skate crews the world over that can sign up and enter the “Chosen” competition.

Now through the end of July, crews (up to four riders per crew) can enter The Chosen via Facebook by uploading videos and hustling it socially.

Between now and July 29, 2011, you and your crew will need to create as much buzz as possible around your video. And the crew in each country that captures the most energy will advance to round two.

Round two will open up on July 30, 2011, where the top crews from each country will battle it out during the US Open of Surfing for the international vote. The three crews with the top votes on August 6, 2011 will advance to selection night, with Nike athletes picking the winning crews the next day.

And what’s up for grabs?

A dream trip with the Nike team of your choice, a bunch of free gear, and $10,000 for each crew member.

Do you have what it takes to be “Chosen” and are you looking to show your “Just Do It” attitude to the rest of the world?

Now is your chance to make that happen.