Capturing the spirit of sport, Nike’s latest ‘Just Do It’ campaign celebrates the way Russians embrace the winter as their playground and challenges the world to #playrussian as well.

Created with Wieden+Kennedy Amsterdam, ‘Play Russian’ portrays the harsh Russian winter and heroes some of the country’s top athletes who are out moving despite the temperature. The campaign aims to inspire movement in the streets of Moscow, and around the country, to build momentum around the Winter of Sport.