Nike ‘Make It Count’ Exhibition

Nike’s 1948 East London spot held a private view that exhibits the work from their Make It Count campaign. On show are black and white portraits of Nike’s handpicked British athletes, as taken by top photographer Adam Hinton. Each portrait’s accompanied by various images of the sports stars making their pledge to ‘make it count’.

Attendees were able to get their portrait taken in black and white, and make their own personal pledge. Don’t feel left out in the fun, as Nike flagship stores in Oxford Circus and Westfield Stratford are also running this practice, so you can get involved too.

Adam Hinton was at hand to deliver a thoroughly interesting insight into the work he had accomplished with the athletes, having snapped them during their vigorous training regime to capture each individual’s rawness.

We caught up with Adam for a brief chat:

How did Nike approach you for this campaign?

I got approached by Guy of Wieden + Kennedy, who said, “Look, pop in. We’ve got some ideas for a campaign we want to work on and we’d like you to come in and have a chat about it.” So I did and it kind of took of from there.

Who was your favourite subject to shoot and why?

Everyone was great, but my most memorable would probably be Mo [Farah], in terms of having had to travel out to Portland and some of the meetings that took place there as well. When meeting up with him it was cloudy — we wanted it to be sunny, we got to get the right atmosphere and get him to get into that space.


It took a lot of work, but he got there which is good. You look at the shots and they’re not Mo as a person because Mo as a person is very relaxed and chilled out. But him as a professional looked great. He did 10 laps of a 400 metre track which is a 4k — a proper run. For him, that’s a stroll. It was difficult to get him to sweat, but he got into that and gave us that intensity which is good.

What do you feel you’ve gained from this experience?

It’s just been amazing to work on a campaign like this. I’ve got a sense of confidence from this which has been rewarding. Guy’s been good in letting me able to work and do the things he’s required without any interference. It’s been quite pure in terms of focussing on the people and the athletes, without having to introduce a pair of shoes or a Nike top. The fact that so much of the focus is on the athletes has been great and that’s what I like to get out.

You don’t normally photograph sports. Would you do something like this again?

I’m not a sports photographer per say, but what I’ve done is brought sports to ordinary people through. What I like about sports is the unifying nature of it – the way that it’s quite a simple thing to do that people enjoy, gets people together and gives people who haven’t got very much a sense of achievement. And

It’s simple to go out and run, it’s simple to go and play football. You do these things yourself [for next to nothing]. You go to Africa — they’re great. They make balls out of plastic bags. They just get a plastic bag, tie it in a knot and get another one and eventually it becomes a ball. They tie more plastic bags around it and that’s what they play football with. Such a simple thing to do. If you get a can, people start kicking it. You want to go running? People go running and you can just run — it’s there. Sports is a simple thing that everyone can do.

The exhibition is open to the public until February 22nd at 1948, so be sure to see it in person, be inspired and make it count.

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