crooked tongues magazine News Features

New Year, new year resolutions. Everyone wants to better themselves and no one can knock self-improvement. It's also a big year for our nation's sporting athletes as there's everything up for grabs, whatever field they're in. The Olympics are being held in our captial, the footballing season is far from over for all title contenders and various marathons are still yet to be run. To start 2012 in sporting fashion, Nike have handpicked a strong collective of their British athletes for their 'Make It Count' campaign, whereby each sportsman made a pledge for the forthcoming year whilst inspiring people to make their own pledges under the hashtag #makeitcount and be part of the movement.

For the campaign, each athlete has had their own action portrait taken in black and white by top photographer Adam Hinton, during a sweat inducing training session to capture their raw essence. Handwritten pledges by the athletes accompany the portraits with their personal Twitter account, to bring their vows to life — definitely an endearing touch.

Nike's East London 1948 spot held a private view of the 'Make It Count' campaign the other night, where all the portraits are on show and hanging iPads showed each athlete's video doing their thing. Adam Hinton was in attendance, who gave a fascinating insight into his work with each sporting individual and how the project came about. About the campaign, Hinton said, “We wanted to show the sheer hard work and determination these athletes put into the sports they love. To be at the top of their game requires enormous amounts of blood, sweat and tears and they train hard, pushing themselves to the limit to get there.”

Attendees were able to have their very own black and white portraits taken in a serious manner, and mark their handwritten pledges too. Their shots were projected on a screen for all to see and be inspired by the folks around them. Don't worry if you feel if you've been left out of this fun, as the digital in-store experience is happening at flagship Nike stores in Oxford Street and Westfield Stratford City. This is something for everyone to do and take away with them, to spur oneself in the year to go the extra mile.

The exhibition's open to the public until February 22nd, so if you can, go check it out and be inspired to make it count.