• by Karl Greenberg , June 2, 2011

On Thursday night, Nike launched the latest salvo in its global "Just Do It." But forget old-school. The new campaign, which promotes Nike's 6.0 action-sports shoe, touts the kinds of activities one associates with empty swimming pools, ramps, and those obstreperous kids who irritate middle-aged people to death by trying repeatedly -- Sisyphus-like -- to flip their skateboards off of park benches.

While past "Just Do It" campaigns have featured the likes of Michael Jordan, Bo Jackson, and LeBron James, this year's effort is focused on Nike 6.0 action sports athletes like skateboarder Paul Rodriguez, surfer Laura Enever, snowboarder Danny Kass and freestyle BMXer Garrett Reynolds.

Nike says the anthem spot was shot over the course of two years at seven locations around the world at night. The idea, Nike says, was to create a live rock concert zeitgeist, complete with pyrotechnics and lights.

The campaign, in 23 different markets around the world, features a total of 25 of Nike's action sports athletes. After the Thursday evening Facebook debut, the anthem video will be at www.nike.com/chosen.

Nike is also supporting the campaign with a series of global grassroots events that lets people participate in the sports that are showcased in the film. There is also a video contest encouraging practitioners of X-Games-type recreation -- skaters, surfers, BMX riders, snowboarders and skiers -- to submit a video for a chance to travel with the Nike team and get Nike products and experiences. The contest will run within Facebook, where winners will be determined by fan support, Nike and Nike athletes, according to the company.

Davide Grasso, Nike's VP of global brand marketing, said in a statement that the effort is designed to raise the brand's profile among younger people. It is presumed they have a different notion of what it means to be an athlete than would a couch potato with a 24/7 sports feed, or traditional-sports enthusiasts who jog, play canasta, or games involving balls.

"'The Chosen' represents a new voice for Just Do It, a passing of the torch to the next generation of sports heroes," he said. "This is a defining moment for Nike Action Sports as we evolve this iconic campaign to bring it to new audiences, in new ways around the world."

Nike is also airing a 3-D version of the ad that will air at cinemas over the Fourth of July weekend. Among the global markets getting the campaign are China, Brazil, Western Europe and Australia.

The ad, the creative oversight of which was handled by 72andSunny, and which was directed by cinematographer Lance Acord, was shot at Whistler, Aspen, Bali, Hawaii, Florida, New York City and Los Angeles. Complementing the film are behind-the-scenes content pieces from each location.