Russians do things differently. They’re not tame and they always take things up a level. So why should we follow the rules?

To launch Nike’s winter campaign for the Sochi olympics we encouraged Russian people to show us how they ‘Play Russian’.

With #PLAYRUSSIAN we created Nike's first ever 100% user generated film, packed with wild stunts from ice football to arctic surfing. The video was played on the opening day of the Sochi Winter Olympics 2014. To follow this up we created a series of events in Moscow for the public to compete in covering 3 different sports. One idea was to use a helicopter from the Russian military base to build a snowboard park, but understandably it was impossible so we improvised and built our own.

Run the night - A night time run in frozen temperatures | Football never stops - A 24 hour football tournament on ice | Helipark - A snowboard park built around a helicopter.